Up&Go Launches New ‘The Right Type of Energy’ Campaign in Australia and New Zealand

A new TVC for Up&Go will be airing in both Australia and New Zealand for the first time in January. The 30″ spot has been created by DDB NZ, as part of a wider campaign to drive reappraisal of Up&Go as a source of ‘the right type of energy.’

This is the first piece of work DDB NZ has created for the Sanitarium-owned brand, since securing the Trans-Tasman business in October last year.

The campaign recognises that the world is becoming faster and more demanding, and that people need ‘the right type of energy’ to keep pace. It calls on consumers to reassess what they know about Up&Go, demonstrating how its products provide the energy required to tackle everyday challenges with ease. The spot uses humour to drive this message home, encouraging its audience to consider Up&Go in a light-hearted, non-judgmental style.

As well as a 30″ and 15″ TVC spot, the campaign consists of out of home, radio and online video.

Jessica Manihera, Trans-Tasman marketing manager for Sanitarium said: “Few people realise that not all energy is equal. Most people gravitate towards energy sources that don’t deliver much in the way of nutrition. Up&Go products are low GI, and with their combination of protein, fibre and essential vitamins and minerals ‘make it the right type of energy’. We wanted a campaign that demonstrates the benefit of our products to consumers, and have been delighted with DDB’s approach.”

Damon Stapleton, chief creative officer at DDB Group New Zealand added: “‘The right type of energy’ is the first piece of work we have produced for Up&Go since starting work for the Trans-Tasman business in October 2017. By putting the spotlight on a universal, everyday moment, I think we’ve struck a great humorous note and hope this resonates with both Aussies and Kiwis.”


Jessica Manihera, Trans-Tasman Marketing Manager
Jaemes Tipple, Senior Brand Manager – UP&GO
Rebekah Lagan, Brand Manager – UP&GO, Australia
Kurtis Geering, Brand Manager – UP&GO, NZ
Sharon Green, Advertising Manager, Australia
Ashleigh Conroy, Marketing Assistant

Agency: DDB New Zealand
Production Company: Eight
Executive Producer: Daniel Higgins
Director: Miki Magisiva
DOP: Marty Williams
Post Production Company: Eight
Post production online: Toy Box
Editor: Alex O’Shaughnessy
Soundtrack/composer/Music: Library music

Source: Campaign Brief Asia

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