Brief –
Sanitarium saw an opportunity in the post-pandemic road trip renaissance to drive sales of UP&GO and build relationships with their FMCG retailers. They wanted to run a cash prize promotion that would get traveling shoppers, who were looking for a pick-me-up, to choose UP&GO because it’s “the right type of energy for the road”.

Way in –
Every UP&GO is bursting with the protein and fibre you need. This summer we’ve gone a step further and squeezed $100,000 into UP&GO packs around the country. Now you can squeeze even more out of every moment on the road.

Problem / Solution –
The biggest challenge of this brief was that we could not promote the campaign on pack, therefore the consumer journey needed to work hard – from proximity, in store to the chiller, right through to a tear pad at the counter.

Role –
Art Director & Graphic Designer: I worked under my creative director to come up with the promotional concept and designed and rolled out all campaign assets.