Sanitarium’s ‘Up & Go’ liquid meal products are usually pitched at athletic types or kids, but now the brand is chasing a new market – busy mums.

With a new flavour ‘Up & Go VIVE’ Sanitarium is chasing the favour of time-stretched mothers and women on the go with a campaign created by BWM.

Daniel Derrick, general manager of marketing at Sanitarium, said: “After developing the new-taste UP&GO VIVE product we saw an opportunity to build a more engaging story geared at women.”

Rob Belgiovane, BWM chief creative officer, added: “To create this new positioning we began to explore all the reasons why mornings are so hectic for most women. The creative showcases these anecdotal scenes, whether it’s the 1.5 years of a woman’s life she spends not sleeping through the night, the 8 months getting the family out the door or the nine months finding her partner’s keys and phone in the mornings.

“We’ve brought these scenarios to life, to show how UP&GO VIVE is committed to understanding what women’s mornings are really like and provide an option to allow them to still feel healthy even when its hard to take the time to be eat right.”

The campaign consists of TV and outdoor advertisements. See one of the TVCs below.