B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Federal Election
  • Thinkerbell
  • Anthony Albanese
  • NRL
  • State of Origin
  • Cannes Lions
  • AI
  • EssenceMediaCom
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Up & Go VIVE your mornings
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Up & Go VIVE your mornings
Advertising

Up & Go VIVE your mornings

Staff Writers
Published on: 18th October 2013 at 1:10 PM
Staff Writers
Share
2 Min Read
SHARE

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.

Credits: Client: Sanitarium – Up & Go Agency: BWM Head of Planning: Jamie Mackay Planning Director: Moensie Rossier Business Director: Richard O’Rourke Senior Account Manager: Gemma Burcher Chief Creative Officer: Rob Belgiovane Creative team: Jen Barnett & Matt Smith Director: Jess Bluck Executive Producer: Jo De Fina Editor: Cushla Dillon Head Of On Screen: Abby Hunt Production Company: The Otto Empire Post Production Company: Perceptual Engineering

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra & Herpes Fly The Flag For Australasia In Final Cannes Lions Awards
21/06/2025
Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?