Sanitarium is set to bring its UP&GO Protein partnership of the Sydney Marathon to life through a multi-event experiential campaign, engaging brand activation agency Curious Nation to create a series of immersive experiences that connect with runners from training through to race-day recovery.
Culminating at the Sydney Marathon this Sunday, the six event program is centred around The UP&GO Victory Hub which transform post-race recovery into a celebration of achievement, community and refuelling, positioning UP&GO Protein as an authentic part of runners performance and recovery journey.
Tasked with driving consideration and cultural relevance among active 18 to 35-year-olds through high-energy and talkable brand interactions, the campaign positions UP&GO Protein as an active participant in real running moments and includes product sampling, interactive installations, entertainment and branded recovery spaces to create meaningful engagement before, during and after races.
The activation started in June at four community run clubs in Rhodes and Barangaroo, before expanding to the Harbour 10K where ‘The Victory Hub’ featured sampling, UP&GO mascot appearances, and the interactive ‘Got Me Here Wall’, where runners can acknowledge the people, teams and motivations that supported and helped them reach the finish line.
During the Sydney Marathon, UP&GO Protein will be within the official recovery village, one of the first brand interactions runners experience after crossing the finishing line. In addition to sampling, branded recovery experience and DJ entertainment, a separate spectator-facing activation at Barangaroo’s Party Zone will energise supporters and runners along the course.
Across the campaign, more than 31,000 UP&GO Protein samples will be distributed alongside content opportunities designed to encourage social sharing.
The campaign is the latest collaboration between Curious Nation and Sanitarium, building on previous work for UP&GO as well as the agency’s ongoing partnerships across the Sanitarium portfolio, including Alternative Dairy Co and Weet-Bix.
“We’ve designed The UP&GO Victory Hub to give runners something they’ll genuinely value after months of training, while creating memorable moments that naturally connect UP&GO Protein with achievement, recovery and community. It’s a great example of moving beyond sponsorship visibility to create meaningful participation and creating moments that can be shared,” said Steph Babin, managing partner at Curious Nation.
“The Sydney Marathon gives us an opportunity to connect with Australians who are passionate about living active lifestyles in a way that feels authentic. Through The UP&GO Victory Hub we’re creating an experience that celebrates every runner’s achievement while showcasing how UP&GO Protein can play a role in supporting recovery after they’ve crossed the finish line,” added Jessica Manihera, head of marketing ANZ at Sanitarium.
