UP&GO, the challenger on-the-go breakfast drink brand, will launch its first ever TV advert on Channel 4 on April 9th during Gogglebox running for 6 weeks.
The ad, created by TV advertising and video production agency Toast, highlights UP&GO’s partnership as the Official Breakfast Partner of British Swimming and was filmed at the London Aquatics Centre, home to the 2012 Olympic and Paralympic Games.
Chris Laidlaw, CEO Life Health Foods, UP&GO’s parent business, says:
“Our brief to agencies was to position UP&GO as the healthy, nutritious complete breakfast on the go. As a relatively new sector in the UK, we need to credibly introduce liquid breakfast to the UK as a new way to enjoy breakfast on the go while leveraging the nutritional endorsement of UP&GO’s status as the official breakfast of the British Swim Team.”
Toast is a unique cross between a TV production company and video production agency and prides itself on ruthlessly creative ideas and high level of service. Executive Producer and Founder, Felicity Warren, says: “We have come up with a creative approach to UP&GO’s brief that is dynamic, playful and engaging and as a new brand to market, we made sure that the brand name was front and centre of the narrative.”
The ad aims to show consumers that UP&GO is a nutritionally complete breakfast in a bottle, perfect for mornings when you don’t have time to sit down, or for when you need to top up during the day.
The ad shows three swimmers Jack Laugher (Olympic Diving Champion), Alice Tai (Paralympic swimming champion) and Freya Anderson (World Swimming Championship medallist) set off from home to start training. It is supported by an in store on-pack promotion, offering consumers a 2 for 1 Swim at Better Swimming pools, the UK’s #1 operator of public swimming pools with over 270 leisure centres nationwide.
Chris Laidlaw, CEO Life Health Foods continues: “Working with Toast has been a breath of fresh air. Coming from Diageo, we’ve worked with a lot of the big agencies. The experience we’ve had with Toast is as good if not better than many of them. They are collaborative, creative and agile. From pitch to screen, it’s been a delight to work with them.”