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

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 www.feelingupbeat.com.

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. ”