Following a successful year for the dairy protein drink Upbeat, UK-based Good Whey Company is to spend a record £2.5m in a through-the line campaign, which sees Upbeat launch its first ever TV advert as its next step in bringing the benefits of a protein drink to a broad mainstream audience.
The news comes as Upbeat declares significant distribution gains – now with nationwide coverage across 4,500 stores including Tesco, Sainsburys, Waitrose, The Co-operative Food, Holland & Barrett, WHSmith Travel, Ocado, Booths, Budgens and Costcutter.
Following consumer research with their target audience of adults leading busy ‘on the go’ lives and the challenges they face in maintaining a healthy lifestyle, the ad communicates the message that Upbeat can help people stay on track and resist the temptation of unhealthy snacks by providing a healthy option – summed up by the tagline “Upbeat. It’s like a bit of extra willpower in a bottle.”
The ad will also be shown on digital platforms. Upbeat is a dairy protein drink with 20g of protein, no more than 150 calories and half the sugar of most fruit smoothies.
The TV advert will be complemented by an extensive programme of activity, with the theme of resisting the temptation of unhealthy snacks with willpower at its heart, encompassing the full marketing mix of print and online advertising, advertorials that talk to Upbeat’s target audience, social media engagement and sampling. The PR programme will also play a big part in supporting the launch of future new products, creative news generation stories for national and consumer press, in addition to bigger campaigns including the continuation of National Protein Week in March 2015.
Upbeat’s significant investment follows the ready-to-drink protein category growing from £5.6m to £16.7m between 2007-2013. Further to this, the growing market is set to climb to £51.7m over the next four years.
Mark Neville, founder of Upbeat, said: ”We’ve been bowled over with how things have gone for Upbeat. With great support from the major retailers and the successful launch of our third flavour, Blueberry & Raspberry, there couldn’t be a better time to make our first foray into TV advertising.”
Mark continued: “With genuine consumer interest creating a market boom for ready-to-drink protein drinks, we’re looking forward to a promising year ahead. With the convenience and great taste of Upbeat playing a part in this, it’s great to see people starting to understand the benefits of protein helping them make healthier choices – we couldn’t be happier.”
Last year, Upbeat’s success was also recognised with acclaimed wins at the World Dairy Innovation Awards, Cream Awards and World Beverage Innovation Awards.
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