PROBLEM
Uncle Toby’s are the market leader in the Hot Oats category, but they uncovered younger Families (children 0-6) have less household penetration and volume share and that many haven’t made the connection that Uncle Toby’s Quick Oat Sachets are for their child. The objective was to help expand market share with a new audience, to engage with these NEW customers through a specific “hub and influencer” program to achieve sampling of 200,000 sachet packets. Instead of using traditional media, new media was were we’d find & engage our target audience. We needed mum’s to – Think: Oats are a great breakfast for my pre-school child. Feel: Providing Oats makes me feel like I’ve done something good for my child. Do: Purchase Oats on a regular basis for my kids breakfast.

SOLUTION
To achieve our objective we came up with “MY LITTLE OATS”, more than a program name, it’s a place where mum’s could go to and learn about the benefits of oats for breakfast, engage with other mum’s through a Hint’s and Tips section, and through incentivisations such as giveaways, sample a bowl of nourishing oats. It would also provide tools for Mums to create and share warm moments with their little ones and their friends. For example, our first activation, creating your own personal placemat, would enable mum’s to share a warm moment with their child and help them start a breakfast routine. Future activations and engagements such as “Little stories”, (personally created short stories to read over breakfast), will continue to engage existing and new customers.

RESULTS
As the campaign is only in its launch phase it’s too early to give definitive results, however, we are well on our way to already achieving our goals to grow household penetration of Oats Quick Sachets from 20.7% to 25.2%, and also recruit 265,000 additional Aussie mums to provide Uncle Toby’s Oats Quick Sachet to their families for breakfast – which equals to 4.5% household penetration.