Sanitarium is ready to up and go with Oats2Go in new integrated campaign via BWM Group Sydney
BWM Group Sydney and Sanitarium have launched Up&Go’s new liquid breakfast offering Oats2Go.
Launching on 10 September, the campaign establishes Oats2Go by further strengthening the nutritional advantages of the product and appealing to people who wouldn’t normally consider the liquid breakfast category.
Sanitarium gneral manager – marketing, Daniel Derrick, said BWM Group Sydney has a strong understanding of the direction in which the company wanted to move with Oats2Go.
Says Derrick: “The launch of Oats2Go is a new direction for the Up&Go brand. With BWM, we have established Oats2Go as an even more nutritious start for those active Australians who don’t have time for a sit down breakfast in the morning.
“BWM took the challenge of amplifying the nutrition credentials of Oats2Go and ran with it. They’ve created a great campaign that shows how Oats2Go contains all the protein, energy and fibre of a bowl of oats and skim milk.”
The campaign incorporates two creative concepts designed to appeal to busy people who are always on-the-go and health conscious Australians who normally wouldn’t consider a liquid breakfast.
The 15-second TVC is the handiwork of the award winning Josh Frizzell, famous New Zealand director at 8, who has written and directed movies, music videos and advertising for global audiences.
Says Rob Belgiovane, executive creative director at BWM: “Launching Oats2Go in a crowded market required a galvanising idea with real cut through.
“Together the outdoor, point of sale and broadcast elements communicate the health and lifestyle benefits of Oats2Go to a totally new raft of people.”
The campaign will roll out across TV, digital and print, as well as point of sale and out of home advertising.
Client – Sanitarium
Sanitarium Senior Brand Manager Beverages – Tanne Andrews
Sanitarium Brand Manager Oats2Go – Elissa Gribble
Sanitarium Advertising Manager Australia – Sharron Green
Agency – BWM
BWM Executive Creative Director – Rob Belgiovane
BWM Board Account Director – Richard O’Rourke B
WM Account Director – Gemma Burcher
BWM Agency Producer – Jonathan Gerard
Production Company – 8
Director – Josh Frizzell
Executive Producer – Katie Millington
Post Production – Fin Design + Effects
10 Comments
Did somebody fart, or did this whole industry just drive past an oil refinery?
This even sucks back in 1990.
That sux
the 80s are alive and well and spending money for big brands with the abandon of a firehose. overcomplicated and corny.
in case of hackery, break out trope
Just wanted to say its a hell of a lot better than the cheesy scenarios everyone else is doing in this category – which makes it stand out. Not going to win any gongs but reckon it will sell a few packs – and after all isn’t that our jobs. Not mind blowing but ok.
Awful. At best.
@twocents, Devondale is in this category and they did great stuff.
So it’s hard, but not impossible.
wow – why would anyone do this??? Surely children’s books are a better option?
Woeful. in every department.
The only product I seem to recall is the porridge. What is it for again?