UP&GO
Foray into TV gave UP&GO the step up to overtake their closest rival
Client
UP&GO
Project
FMCG
Year
2022
Services
The Big Idea
Positioning UP&GO as a convenient and nutritious breakfast option for busy individuals
UP&GO the smooth, delicious and nutritious range of breakfast drinks designed for people on the move, went live with their first ever TV campaign in April 2022, running for 6 weeks across all channel sets and streaming on Channel 4.
Overall, the objective of UP&GO’s first-ever TV campaign was to increase brand awareness, educate consumers about the benefits of the product, drive sales, and position UP&GO as a convenient breakfast option for busy individuals.
Execution
UP&GO’s first TV appearance enabled them to overtake their rival in brand consideration
UP&GO launched their first advertising campaign, partnering with Channel 4 and British swimming and diving athletes, Alice Tai, Jack Laugher and Freya Anderson. The brand first appeared in one of our biggest and best-loved shows, Gogglebox, with a spot featuring stars of the British Swimming Team, who are (separately) proudly sponsored by UP&GO.
The TV campaign was persuasive, with its high appeal and effective messaging resulting in gains for brand & mission consideration, combining with the social to boost gains further and UP&GO to overtake closest rivals, fuel.
Results
+200% uplift in target audience brand awareness
Taking into account UP&GO’s objectives, we used the research tool PL4YBACK to explore response rate to the creative and the impact of the campaign on the product and brand.
+37.5% uplift in Ad Recognition
(amongst the target audience vs total sample)
+350% uplift in Brand Consideration
(pre vs. mid campaign)
Exposure to the campaign increased brand awareness particularly when the ad was seen alongside the social. The creative successfully communicated core brand messages on health and convenience. High appeal and effective messaging resulted in improved brand consideration, and combining with their social activity boosted gains further.