Agency The Red Brick Road (TRBR) kicked off a sampling campaign earlier this year, designed to target millennials and supported by a social media campaign to coincide with National Breakfast Week and Australia Day. TRBR will also lead on April’s activation and create an irreverent national advertising campaign.
The brand has appointed an integrated team to deliver a multi-disciplined through-the-line campaign. Alongside The Red Brick Road, Devries Slam will handle public relations, The Village Communications media planning and B&B Studio will deal with design.
Rosie Foster-Carter, UK marketing director of Up & Go, said: "Up & Go has a unique opportunity to revolutionise breakfast in the UK and we feel confident that the team we have appointed can help us achieve our goal.
"As a new brand to the UK we have worked closely with our agency teams to shape its DNA and their collective creativity, enthusiasm and commitment makes them the perfect partners to cement the success of Up & Go in the UK."
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