Alpro has launched a multimillion-pound campaign to mark the launch of its oat-based NPD, ‘This is Not M*lk’.
The ‘M*lk Believe’ campaign is designed to challenge perceptions around the taste of plant-based milks and encourage more consumers to try alternative milk products.
The new product, which hit supermarket shelves in January, is available in semi and whole formats (rsp: £1.90) and was described as Alpro’s closest match to dairy milk yet.
“We know taste is still a barrier some consumers have not been able to overcome in order to give plant-based a go, despite the extensive range of alternatives already on the market,” said Anna Kochanska, head of marketing at Alpro UK & Ireland.
“It’s with these customers in mind that we have worked so hard to create Alpro This is Not M*lk, with a taste that’s so familiar, we hope to inspire and delight consumers with the fact that This is Not M*lk – it’s M*lk Believe.”
The campaign, which aims to show how many usage opportunities there are for the product, is supported by primetime television adverts, a partnership with Amazon and digital activity on YouTube.
Additionally, there will be a month-long sampling activation in London, Birmingham and supermarkets nationwide with 70,000 consumers given the opportunity to taste it for the first time in person and 40,000 samples delivered direct to people’s homes.
Social media ambassadors will support the campaign with bespoke content to drive usage occasions and consideration.
“The launch of Alpro This is Not M*lk has provided us with an exciting opportunity to bring plant-based to a previously untapped audience, the 15 million households across the UK who have yet to be swept up in the plant-based revolution,” added Kochanska.
No comments yet