Australian breakfast brand appoints TRBR for UK launch

Up & Go, the Australian breakfast drink, has appointed The Red Brick Road to launch the brand in the UK.

Up & Go: readies UK launch
Up & Go: readies UK launch

The breakfast drink, which accounts for 40 per cent of all on-the-go breakfasts in Australia, will launch in February in the UK.

Up & Go has appointed The Red Brick Road to be its lead creative and strategic agency in the UK following a competitive pitch process.

The agency will develop an integrated campaign including advertising, experiential, digital and social channels to drive sales. The product will initially be stocked in Tesco.

Rosie Foster-Carter, the UK marketing director at Up & Go, said: "The Red Brick Road’s creativity really hit the spot.

"The response from retailers has been very positive with listings secured in the major multiples, so we are very excited about the campaign to drive consumer demand in the UK."

The win has allowed the agency to hire Adam Johnstone, its first experiential director.

He was previously a director at immersive theatre and experiential agency Reuben Feels, where he created brand experiences for Johnnie Walker Blue, the BBC and Red Bull.

Up & Go is owned by Life Health Foods UK.

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