Australian oat-based breakfast drink Up&Go has signed up as the Official Breakfast Drink Partner of the Simply Health Great Run and Great Swim Series, in a major sponsorship deal which will see the product sampled to all participants in the events.
The breakfast drink brand will sponsor 21 events across the year, including the Simply Health Great North Run in September, reaching an audience of 6.8 Million through TV coverage, branding, print, sampling, PR and social media.
The partnership is part of a wider heavy-weight multi-media marketing campaign to for Up&Go in the UK, which also includes a new-look pack design and ultra-convenient resealable cap format across its Milk Chocolate, Vanilla and Banana & Honey flavours.
The new-look Up&Go range has already secured new listings in Tesco Express, WH Smith, The Co-op and Sainsbury’s.
James McMaster, Up&Go CEO, says: “The Simply Health Great Run Series and the Great Swim series are a perfect fit with Up&Go’s unique active lifestyle brand ethos. We believe in taking part in activities that are challenging, fun and most importantly accessible to all. We are delighted to be the official breakfast drink partner of these major national events in the sporting calendar and look forward to joining participants on the start line ourselves!”
Nicky Homes, Commercial Director from the Great Run Company, said: “We are delighted to have Up&Go on board as the Official Breakfast Drink Partner of the Simply Health Great Run Series and the Great Swim Series in 2017. A healthy breakfast is an essential part of preparation for all of our runners and swimmers on the day of our events, so we are thrilled that Up&Go will provide their convenient breakfast drink to all of our participants as part of this exciting new partnership.”
Up&Go is the Number 1 breakfast brand in Australia and launched in the UK in 2015. Up&Go breakfast drinks are now sold nationally through major multiple and independent retailers, with distribution growing rapidly across all key channels. Up&Go is marketed in this country by Life Health Foods UK which also sells award-winning gluten free cereal brand, Nutri-Brex, with its sorghum-based ‘bix’ range.
