Music to Your Mouth: Uncle Tobys Plus launches first campaign in six years via Ogilvy Australia

Beloved Australian cereal brand UNCLE TOBYS Plus, has launched its first new brand campaign in six years. Developed by Ogilvy, the ‘Music to Your Mouth’ campaign celebrates the UNCLE TOBYS Plus cereal range and the unique sensory experience of the various ingredients in each bite.

Cereal Partners Worldwide Senior Brand Manager, Elisa Hall, challenged the agency to find a fresh way to engage consumers about PLUS cereal, beyond the usual health and taste expectations.

Says Hall: “We know consumers are looking for more than just a nutritious and tasty breakfast; they crave an engaging eating experience.

“Our consumers often tell us that one of their favourite thing about PLUS is the texture of the product. Each variant is crafted from a mix of ingredients that each add a unique texture to every bite.”

The ‘Music To Your Mouth’ campaign includes multiple spots that highlight the sensory experience of various elements of UNCLE TOBYS Plus through the clever use of music. Bespoke music tracks composed for the campaign hero the crunchy, crispy, and chewy texture of each mouthful of PLUS in a fun and engaging way.

The campaign is now live across online video, BVOD, and OOH media platforms.

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