Australian breakfast drink brand Up & Go is backing its UK launch with a multimillion campaign including an inflatable assault course in the shape of the Sydney Habour Bridge.
The brand, which made its UK debut in Tesco in February, is kick-starting the Aussies Suck campaign with an online ad that goes live on Monday (20 April). This will be followed by ‘Bounce Off’ – an interactive assault course based on the Sydney Habour Bridge - which will launch on the South Bank in London on Wednesday.
After five days in the capital, the ‘bridge’ - which is 25m long and as tall as a three-storey building - will go on a nationwide university tour. The campaign will also include radio and outdoor advertising, and had been designed to establish Up & Go as a “wacky, fun and healthy” brand.
James McMaster, CEO of Life Health Foods UK, which has brought Up & Go to the UK, said the brand was aiming to ”revolutionise the struggling UK breakfast category”.
“We wanted to play on the British perception that all Australians are hot, fit and healthy, and plant the seed that this is partly down to millions of them starting the day by ‘sucking up’ an Up & Go,” he said. “We want to encourage Brits to be ‘all out Aussies’.”
Since its launch in Tesco, Up & Go was rolled into 200 Sainsbury’s stores in February. It has secured listings with Waitrose, where it will be available from the beginning of next month, followed by Asda in the summer. Last week, the business appointed Petty Wood as its exclusive UK distributor.