Sanitarium launches UP&GO Protein Sydney Marathon activation

Sanitarium will activate its UP&GO Protein partnership with the Sydney Marathon this Sunday as part of a six-event campaign developed by Curious Nation.

The campaign includes product sampling and branded experiences across community running events and the Sydney Marathon, with more than 31,000 UP&GO Protein samples to be distributed.

Sydney Marathon activation

UP&GO Protein will operate The UP&GO Victory Hub within the Sydney Marathon’s official recovery village.

The activation will include product sampling, a branded recovery area and DJ entertainment for runners after they cross the finish line.

A separate activation will operate at Barangaroo’s Party Zone for spectators and runners along the course.

The campaign began in June at four community run clubs in Rhodes and Barangaroo, then expanded to the Harbour 10K.

At the Harbour 10K, The Victory Hub included product sampling, UP&GO mascot appearances and the “Got Me Here Wall”, where runners could acknowledge the people, teams and motivations that helped them reach the finish line.

The campaign targets active 18 to 35-year-olds and includes sampling, interactive installations, entertainment, and branded recovery spaces.

Curious Nation and Sanitarium partnership

The campaign continues Curious Nation’s work with Sanitarium, including previous UP&GO activations and work across Alternative Dairy Co and Weet-Bix.

Curious Nation managing partner Steph Babin said The UP&GO Victory Hub was designed to give runners something of value after months of training, while connecting the brand with recovery and the running community.

“We've designed The UP&GO Victory Hub to give runners something they'll genuinely value after months of training,” Babin said.

Sanitarium head of marketing ANZ Jessica Manihera said the Sydney Marathon gave the brand an opportunity to reach Australians with active lifestyles and demonstrate UP&GO Protein’s role in post-race recovery.

“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,” Manihera said.