As millions of Britons return to the school run this week after a six-week break, research from Up&Go found that Brits on average spend a week a year travelling to school or work in a car.
We wanted to play with the norm and encourage the nation to follow the Aussie mentality and seize the morning, rather than sitting in a car. Therefore, we announced that Australia’s no.1 breakfast drink had trialled a new ‘Paddle to School’ scheme.
The results shook up the news agenda with lots of coverage including The Times and Daily Star.
