Uncle Tobys PLus
Client:
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The client for this project was the brand "Uncle Tobys", which is owned by Nestle.
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The client brief for this project was sent to our team by Nestle as part of the 2019 IAA "Big Idea" competition.
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Our team also had one phone call with the client, where we asked additional questions and gained feedback on concepts.
My Role:
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I completed this project as part of a team of four, with my team members being Samuel Dunstan, Brooke Den-Elzen and Lisa Dimmock.
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Within this project I completed all media budgeting and scheduling for the campaign, including the locations visited by the food truck.
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I was also responsible for developing the big idea from the research insights we had gathered.
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The initial big idea I developed for the team was "Uncle Toby's Plus is a nutritious and delicious way to fire up your day".
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The Brief:
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Uncle Toby’s Plus is an Australian cereal brand positioned in the Adult Ready to Eat segment that specialise in a combination of wheat, corn flakes, oats with fruit and nuts.
In previous years, there has been a decline in adults buying cereal, despite product placement on the supermarket shelves and price promotions.
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In 2018 the brand relaunched with new contemporary packaging to give a stronger shelf approve.
This launch was based on the consumer insight for demand of natural qualities.
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Our task was to create an advertising campaign for the re-launch of Uncle Tobys Plus, targeted at adult consumers and emphasizing the natural qualities of the product.
Target Market:
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The primary target market for this campaign is Australian men and women aged 20-35 years old. This demographic section has not been the primary target of past Uncle Toby’s advertising and therefore offers the largest opportunity for increasing brand penetration.
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This target market has been profiled as currently eating breakfast and valuing it as a meal. This psychographic was chosen to ensure the campaign is targeting the consumers most interested in the breakfast foods product category, and reflects the primary research conducted.
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The target market has also been identified as being health conscious, especially in areas related to food such as dieting, nutrition and a focus on natural, unprocessed ingredients. This psychographic was identified from secondary research, and the consumer truth given in the client brief.
Insights:
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Primary Research (Survey of 200):
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Cereal was the 3rd highest consumed breakfast by all respondents behind toast and coffee/tea.
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Among the target audience, nutrition was the highest sought-after benefit from cereal followed closely by flavour.
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The target audience is less likely to eat breakfast compared to the remaining population. Never, Weekends and Occasionally = 40.9% in the target compared to 17.2% for the remaining population.
The Idea:
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Based on the primary data insights, the three key qualities the target market looks for in breakfast and cereals were identified:
1. Nutritional
2. Flavoursome
3. Quick and Easy
These insights in concert with the consumer truth revealed in the client brief led our team to the idea that "Uncle Toby’s Plus is the Nutralicious way to Fire Up."
In other words, Uncle toby's plus is the perfect way to energise you for whatever activities you have planned. Morning, Noon or Night. The word ‘Nutralicious’ resonates with the first of the key insights, namely that the cereal is flavoursome and has ample nutritional value
Executions:
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Television Advert:
A series of video ads are recommended to be produced highlighting the big idea. A vital creative strategy is to adapt the 2006 song “Fergalicious” from artist Fergie which is a high energy song that is familiar and popular with the target audience. The term Fergalicious could be adapted to say “Nutralicious” or left to the imagination of the audience.
The video content will be a strategic medium that will be adapted to fit across other media channels such as YouTube pre-roll 15 and 5 sec. The intent is to use the television medium to reach an older secondary market with a message that is universal enough to appeal to primary target as well.
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This video was produced entirely by our team, with my team member Samuel Dunstan responsible for the videography.
Facebook:
Facebook is an opportunity to get the audience to interact with the advert. This is done by creating a "press and hold" video. This works by getting the audience to hold to screen for the advertisement to continue playing, as opposed to the automatic videos that are already placed on Facebook. This video will replicate the 30-second ad, however a 5-second segment to keep the audience wanting to watch the video.
A set of coloured advertisement stills will appear as sponsored ads on the chosen target audience.
The visual high contrast colours used in these adverts aim to be visually appealing and intriguing to audiences.
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The bright colours also serve to reflect the high energy message of the big idea, where Uncle Tobys Plus is said to help audiences "fire up".
Instagram:
YouTube:
YouTube is another way to expose the campaign to the desired target audience. This channel will utilise the 30-second video, however, cut down to 15-second pre-roll. These advertisements will be strategically placed before videos that relate to the product in either food, health, or influences.
Out-of-Home:
Out-of-home advertising is being utilised for this campaign to increase the target audience’s opportunity for advertising exposure throughout the day, in places such as supermarkets. The main goal of these advertainments would be to elicit brand recall within the target audience.
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To elicit brand recall, the advertisements will reflect the SMP of the campaign using the tagline “The Nutralicious Way to Fire Up Your Day”. This serves to remind the audience of the benefits of the product, its nutrition and taste, and elicit recall of the TVC and digital advertising within the target audience.
Food Truck:
The purpose of the Food Truck is to create an interesting experiential promotion that would give the target audience an opportunity to try the product.
A food truck was decided upon to allow for mobility in where the promotion was set up to reach a large portion of the target audience. This would be done by placing the promotion in suitable areas, such as placing it outside a different university within the city each week. By doing this, the people travelling to these locations benefit from the convenience this free breakfast option provides.
This gives customers an opportunity to integrate the product into their morning, or daily, routine and try a different variety of cereal each day for free.
•January: Cairns, Townsville, Mackay and the Sunshine Coast for one week each
• February & March: Brisbane
• April: Gold Coast, Coffs Harbour, Port Macquarie and Newcastle for one week each
• May & June: Sydney
• July: Canberra
• August & September: Melbourne
• October: Ballarat, Bendigo, Warrnambool and Mount Gambler for one week each
Companion App:
The app will be a particularly useful part of the campaign. To claim their two free bowls consumers will need to sign in with Facebook, Google or email which will give UT a wealth of data for further market research. The value it will add to the target audience will be the truck tracker components and a way for them to claim and post pictures of their experience.
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Push notifications
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Curated User Generated Content
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Recipes
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Map of trucks path
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Ordering Method
