Australia’s number one breakfast, Up&Go, is making its UK advertising debut today with a multi-million pound launch including an expansive out of home (OOH) advertising campaign planned and bought by The Village Communications and OOH partners Kinetic. The campaign is spearheaded by a Sydney Harbour Bridge-themed assault course on London’s Southbank.
The interactive Australia-themed assault course includes the world’s largest inflatable bridge and a replica of the Sydney Opera House and will allow visitors to bounce across the world-famous landmark before leaping into a ball-pit.
The outdoor campaign, planned by The Village Communications and bought by Kinetic, the global leader in planning and buying OOH media, runs from today (April 20) until May 17 and will see the nutritious breakfast drink appear across bus t-sides, roadside 6-sheets and mall advertising. Targeting a core audience of 15-25 year olds and a secondary target of mums, the playful creative features an ‘Aussie’s Suck’ tagline, created by The Red Brick Road.
The national launch of Up&Go will be supported by social media activity, radio tie-ins with the likes of Kiss and Absolute, and partnerships with Time Out and London’s Evening Standard.
Rosie Foster-Carter, UK Marketing Director of Up&Go, said: “The Up&Go spirit is all about seizing the morning and living life to the full. We’ve wanted to launch the brand in the UK with something fun that celebrated our Australian roots so what better way than with a giant Sydney Harbour bouncing bridge.”
Katherine Adams, Business Director The Village Communications, said: "We are proud to have worked on the launch of Australia's number one breakfast product in the UK. The through the line approach is a result of true collaboration between Up&Go and all partners from the onset. Out of home was selected as the lead channel as it enabled a national reach with a high frequency that are crucial for a brand launch. The national campaign is set to reach over 86% of teens in the UK!”