Sanitarium have appointed The Works as the creative agency for liquid breakfast brand Up&Go, following a competitive pitch.
The Works will now be the lead agency on the business across Australia and New Zealand.
The account was previously with BWM Dentsu, but AdNews understands the agency hasn't worked on the business for over 12 months.
"The pitch process was one of the most rewarding we have been through, the chemistry, culture and alignment of thinking between our two companies was amazing and will lead to a strong working relationship," The Works founder and creative partner Damian Pincus.
"It's a great opportunity to be a part of a brand that is a genuine game changer and has experienced incredible growth. We are excited about playing our role in the ongoing success and growth of Up&Go."
BWM Dentsu Sydney launched the female-focused positioning for Up&Go Vive in 2013 aswell as a campaign for its Oats2Go product in 2014.
Earlier this year The Works picked up creative duties for News Corp.
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