Nestle challenged us with reinventing oats for today’s young “food enthusiasts”
We built a distinctive and exciting positioning and product concept for a new style of oats – in look, feel and taste experience whilst ensuring that Uncle Tobys is the first choice across all life stages in light of current and future competitive offers. We also had to deliver on appetite appeal to recruit our target consumers to re-assess the hot cereal category.
Clear & effective communication of the key messages was important. This included the use of real chunky ingredients, placing emphasis on the delicious taste and texture of the product and providing a look and feel that punched on shelf in terms of differentiation and standout.