Up ‘n’ Go has revolutionised Sanitarium. That statement needs explaining. This is the company that Australians older than twenty grew up with (in its own words): “Sanitarium Health Food Company was registered as Australia’s first health food company in April 1898. It was established as part of the Seventh-day Adventist Church in Australia to promote and produce plant-based health foods based on its belief that plant-based diets were originally designed to provide optimal health as outlined in the biblical model. Worldwide, the Church operates health food industries and health-care services based on this philosophy.”
This is its launch ad for Up ‘n’ Go in the UK.
Apparently, the other half of the Up ‘n’ Go joint-venture company, Lifestyle Health Foods – Melbourne finance house, Wingate – is less biblical and more anything goes, and has a lot of say in the marketing?
The UK Up ‘n’ Go is specially tailored for the British market with lower sugar and fat than the standard Australian Up ‘n’ Go. (Australia has had a low sugar range since March.) It is also getting added vitamin D and completely new packaging.
And racier advertising, by UK agency, The Red Brick Road.
Up ‘n’ Go has been in Australia for fifteen years. It annual growth in the last five years has been 25% and is now worth AU$152 million. It is found in 22% of Australian households.
Liquid breakfasts are new to the UK. The total cereal category in Britain is worth more than £2 billion ($3.8bn) and the new liquid breakfast market is expected to reach £300m in the next five to seven years.
The ad is another reminder of our reputation for being crass, or a clever mnemonic for the new kind of breakfast (your choice).
It was directed by Australian, Ariel Martin, through Filmgraphics Entertainment. And shot on Bondi Beach. It went to air on April 20.
Triva: The lead talent lasted on set for about an hour before he was called to witness his first bub was born (prematurely). He returned that afternoon, and was given a bit of help from some script editing so that the shoot could be completed.
Creative credits:
Agency: The Red Brick Road
Creative directors: Matt Davis & Richard Megson
Copywriter: Libby Middlehurst
Art director: James Tyler
Producer: Savana Jones-Middleton
Production Company: Filmgraphics Entertainment
Director: Ariel Martin
Executive producer: Anna Fawcett
Editors: Charles Ivory & Colin Sumsion
Grade & Sound: Smoke & Mirrors
Post production: Big Buoy
