Case Study: Uncle Tobys drives community engagement and earned media with Forward Agency

Uncle Tobys - Customer Case Study

Uncle Tobys partnered with Forward Agency to celebrate the long tradition of Aussies baking Anzac Biscuits with UNCLE TOBYS Oats, while encouraging people to reconnect around the true meaning of mateship after a challenging year. The challenge was to create a feel-good campaign that would drive community engagement and keep Uncle Tobys top of mind as the oat of choice for Anzac Biscuits.

Forward Agency launched the “Bake for a Mate” PR campaign, featuring Uncle Tobys Food Ambassador Hayden Quinn and Aussie foodies Justine Schofield, Sneh Roy, and Lucy Matheison sharing baking tips, the recipe, and who they were baking for via #BakeForAMate. The campaign generated 53 clips across media and social stories with 21.3 million OTS, coverage in outlets including Delicious, SMART Daily, Lifehacker, 9Kitchen and Woman’s Day, and a 5% engagement rate on influencer content versus an industry average of 2.5%.

Uncle Tobys