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The Good Whey Co. launches Upbeat with a £2m integrated marketing campaign


By Jennifer Faull, Deputy Editor

March 2, 2013 | 2 min read

The Good Whey Co., owned by dairy producer Volac, is preparing to launch an integrated marketing campaign this May to support its new high protein dairy drink, Upbeat.

The £2 million campaign, developed by Fold7, will see a mix of above and below the line activity, including outdoor and print advertising in key locations, widespread sampling as well as PR and digital support.

The campaign will be initially launched in London and the South East, targeting a core ABC1 audience of busy people interested in a healthy diet.

The media strategy is being led by the7stars which will look to engage commuters through targeted large format posters, press and online.

Frank PR has been tasked with highlighting and educating people on Upbeat’s offering and positioning protein as a mainstream ‘body food’.

Targeted sampling will be led by Disrupt, which will focus on putting the product into the hands of consumers within close proximity to their workplace and at various events in London and the South East.

In addition, Velo Marketing have been tasked with developing the journey online with engaging social content and interactive campaign web site, the first of which is

Mark Neville, director of human nutrition and owner at Volac, said: “Upbeat is the first of its kind in the UK and we’re excited to be working with Fold7, the7Stars, Frank PR, Disrupt and Velo Marketing who will use their combined expertise to deliver key brand messages and an impactful launch.

“We all need protein and yet don’t necessarily get the benefit from it across the day – now we can. Volac are committed to supporting Upbeat with a fully integrated launch campaign and over the long term. There’s nothing out there like Upbeat and we are confident it will be a success. ”


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