Nestlé has launched into the plant-based milk category with a brand new Uncle Tobys Oat Milk campaign led by Connecting Plots.
Tasked with introducing the new oat milk range into the cluttered and fast-growing plant-based milk category the campaign draws on the 125 year reputation of Uncle Tobys as a trusted oat brand to deliver a simple and concise campaign message – that Australia’s favourite oats are now available as oat milk.
The campaign rollouts across digital, social and out of home promoting the deliciously creamy product range which includes Original Oat Milk, Barista Style Oat Milk and Oat & Almond Milk.
Says Tom Phillips, group managing director, Connecting Plots: “We’re delighted to have been entrusted with launching this new product for Uncle Tobys into the Aussie market. Uncle Tobys Oats comes with an incredible legacy – that red box has been a staple in our pantries for years.”
Says Anna Stewart, business manager, Nestlé: “Oat milk is the fastest growing emerging segment in the plant-based milk category. There’s no denying we love and know our oats at Uncle Tobys so this was a very natural progression for the brand. We’re really proud of the result – it’s delicious and creamy and, just like our oats, Australian made.”
The Uncle Tobys Oat Milk range is available for purchase from the long-life milk aisle at Coles and select IGAs.