Case Study 4

The Uncle Toby Jug

The Brief
Design and source a unique and ‘collectible’ premium trade giveaway to coincide with Uncle Tobys Centenary in Australia.  The premium was to be used as a trade loader to incentivise larger order commitments to dovetail with Uncle Tobys Anniversary media spend.

The Execution

Promoshop® conceptualised and designed the collectible ‘Uncle Toby Porridge bowl based upon a 1890 porridge bowl pattern.  This was then manufactured as a limited edition run by Bendigo Pottery.

As a ‘high end’ incentive the Uncle Toby Jug was designed and produced as a trade giveaway once the buyer had collected 6 porridge bowls.  In researching the subject of toby jugs, we found that they traditionally had a ‘historical tie-in’ designed into their handles (for example, a ‘telescope’ handle had been used on a Horatio Nelson toby jug and a field marshal’s baton used as the handle in a Field Marshal Montgomery toby jug) so with the Uncle Toby one we used a sheaf of oats, as oats were the first product they ever marketed.  The shape of the jug was designed on a Cad Cam, using the Uncle Toby logo profile as a starting point.  Until this time, nobody had ever seen Uncle Toby face on and we were all somewhat surprised to note that in 3-D he ended up looking strangely like Malcom Fraser!

The Result
This trade loader was rated by the Uncle Tobys marketing group as their best ever, with the sell-in of Uncle Tobys Anniversary cereals far exceeding budget.

The porridge bowls were rated such as success with the trade, that a consumer SLP promotion was run later in the year using them as a SLP offer on Uncle Tobys Oats.  This was also a great success, with sales for the period of the promotion exceeding budget by 27%.