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

Uncle Tobys drives 21.3 million OTS with Forward Agency

The customer, Uncle Tobys, sought to encourage Australians to share the true meaning of mateship by baking Anzac Biscuits after a challenging year. The vendor, Forward Agency, was engaged to create a feel-good consumer PR activation to support this goal and position Uncle Tobys as the undeniable choice of oats for the recipe.

Forward Agency implemented a solution that engaged food ambassadors and influencers to share baking tips and promote the #BakeForAMate hashtag. They also secured widespread media coverage for the traditional recipe. This campaign achieved over 21 million media OTS, coverage in top-tier publications, and an influencer engagement rate double the industry average.

Uncle Tobys