Uncle Tobys recruits successful men and women to talk about before they were ‘great’

Uncle Tobys has recruited AFLW star Sabrina Frederick-Traub, rocket scientist Samantha Ridgway and acrobat Peter Kismartoni to talk about before they were “great”.

Ogilvy Sydney has created three hero commercials for its its ‘Great Grows Here’ campaign, which depict the three successful men and women as they talk about their childhood and eating Uncle Tobys growing up.

Andrew Hankin, associate creative director at Ogilvy, said the ‘Great Grows Here’ brand positioning aims to shine a light on what “great now looks like in Australia”.

“Whether it’s our people, our attitude or our oats there’s something extraordinary that grows here unlike anywhere else. And while Uncle Tobys has always had a rich heritage in association with sport and Olympic athletes, now it’s time to celebrate what great can mean across different and unexpected areas as well.”

Lisa May, nutritious snacks business manager for Nestle, added: “For too long our brand platform has been fragmented across our product portfolio, now under the new masterbrand platform we’re reminding parents of what our kids can achieve with the right fuel and encouragement.”


  • Creative Directors – Boris Garejla, Andrew Hankin
  • Creatives – Andy Cooke, Ava Frawley, Seyda Yilmaz
  • Agency producer – Sophie Stone
  • Chief Strategy Officer – Toby Harrison
  • Senior planner – Katharina Vassar
  • Group Account Director – Damien Pashby
  • Senior Account Manager – Anne Brooke
  • Production company: Playtime
  • Director: Byron Quandary
  • Production Producer: Tom Slater
  • DOP: Thom Neal
  • Lisa May – Nutritious Snacks – Business Manager, Nestlé
  • Dominique Bielecke – Nutritious Snacks – Marketing Manager, Nestlé
  • Shani Lomas – Nutritious Snacks – Brand Manager, Nestlé
  • Media Agency: UM

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