Life Health Foods’ Up&Go has signed up as the official breakfast drink partner of two nationwide sporting series: the Simplyhealth Great Run and the Great Swim.
The agreement will see the Australian brand sponsor 21 events through the year, including the Great North Run in September, reaching an estimated audience of 6.8 million consumers through TV, branding, print, sampling, PR and social media.
The partnership is part of a wider campaign to promote Up&Go’s major UK overhaul as the oat-based dairy drink attempts to increase value sales that stand at just £1.3m [Nielsen 52 w/e 8 October 2016]. Unveiled last month, the refresh includes larger pack sizes (from 250ml to 330ml), clearer ‘on the go’ messaging, and a resealable screw top to replace the foil seal and straw.
The sponsorship deal with the two annual sporting series was “a perfect fit with Up&Go’s unique active lifestyle brand ethos”, said James McMaster, CEO at Life Health Foods. “We believe in taking part in activities that are challenging, fun and most importantly accessible to all.”
Nicky Homes, commercial director of the Great Run Company, added: “A healthy breakfast is an essential part of preparation on the day of our events, so we are thrilled Up&Go will provide its convenient breakfast drink to all participants.”