Lil’ Ballers Bring Big Energy to Organix ‘GOAT of Oat’ Campaign
- Jessica Steimer
- May 15
- 2 min read
The Ninety-Niners blend humour and cultural swagger to position Oaty Bars as the snack of choice for modern toddlers.
Independent creative agency The Ninety-Niners has unveiled an integrated campaign for Organix, celebrating their Oaty Bars as the ‘the GOAT of Oat.’
The campaign marks the latest outing for Organix’s Lil’ Ballers’ - a cast of toddlers brimming with confidence, charisma and unapologetic main-character energy. Designed to reflect the joy, independence and personality of modern toddlers, the work captures moments of playful self-expression as the characters live their best lives alongside their buddies, with Organix Oaty Bars as their snack of choice.
At the heart of the campaign is a hero film rolling out across VOD, YouTube, and social channels, supported by bold OOH posters - a first for the brand. The creative brings humour, relatability and cultural swagger to the toddler snacking category, positioning Organix Oaty Bars not just as an obvious choice for parents, but as snacks loved by toddlers.
The ‘GOAT of Oat’ platform builds on Organix’s commitment to creating tasty organic snacks for little ones, while evolving its tone of voice to connect with a new generation of parents and reflect the fun personalities of their children.
Mandy Bobrowski, marketing director at Hero UK Foods Ltd, said, “We’re incredibly proud of our award-winning Oaty Bars* and the role they play in everyday family life. ‘The GOAT of Oat’ campaign brings that to life in a fresh and entertaining way, celebrating toddlers as the confident, characterful individuals they are.”
Richard Dennison, Executive Creative Director at The Ninety-Niners, added, “With the Lil’ Ballers, we’re tapping into the universal truth that toddlers often act like they’re the stars of their own show. ‘The GOAT of Oat’ leans into that energy, while reinforcing Organix Oaty Bars’ number one status.”
The campaign goes live across the UK this week. Media is being handled by VCCP Media.
Original article posted by LittleBlackBook on 12th May 2026 can be viewed here.
