Creating a dedicated interactive microsite to raise the profile of Alpro Soya

For over 40 years Alpro have been leading the food revolution, making plant-based a positive choice for the planet and its people. Alpro have been leading the plant-based charge, but as the category grows, so does the  fierce competition within the wider retail landscape. 

With consumers increasingly opting for plant-based options, Alpro Soya’s market opportunity grows too, so Alpro wanted to cut through the noise and excite the consumer by positioning Alpro Soya as the unsung superfood, packed full of healthy plant-protein. Their goal was to educate and raise awareness around its versatility, complete amino-acid profile, sustainability, low carbon footprint as well as its great taste.

The solution: “PB Hub” – an interactive, exciting central web app to act as an information portal to raise the profile of Alpro Soya with consumers by introducing Team GB athletes as key ambassadors. This innovative hub became an integral part of a multi-touchpoint retargeting drive, amplified in-store and also through geo-social, proximity OOH. The “PB Hub” allowed consumers access to valuable content made up of  a number of interactive components which included recipe videos, training tips and other resources, and the hub acted as the principal digital tactic within a cross-channel push to fly the flag for plant-based protein and raise the profile of Alpro Soya with the consumer. Athletes featured were Adam Peaty, Nicola Adams, Heather Watson and Tyrone Mings.

Running alongside PB Hub, Alpro concurrently drove sales, excitement and awareness with a promotion for Q3 2021 with a range of motivating wellness/fitness related prizes. The promotion was communicated via a full on-pack take-over.