For over 40 years Alpro have been leading the food revolution, making plant-based a positive choice for the planet and its people.
With consumers increasingly opting for plant-based options, Alpro Soya sits firmly within a growing plant-based category with fierce competition within the wider retail landscape.
An opportunity to cut through the noise and excite the consumer by positioning Alpro Soya as the unsung superfood, packed full of healthy plant-protein. Educating and raising awareness around its versatility, complete amino-acid profile, sustainability, low carbon footprint as well as its great taste!
Development of an exciting, interactive “PB Hub” to act a key 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.
A component part of the PB Hub was 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.
The promotion ran from 13 .09.21 – 30.11.21. 25,644 visitors came to the website and there were 5,834 entries to the competition with an overall conversion rate from visitor to entrant of 30%.