Alpro is stepping up activity in the dairy-free sector by putting its Soya Chilled product on TV for the first time.
The four-week small screen campaign, which accounts for the bulk of a £2m spending spree, aims to heighten the brand's profile and boost competition with the traditional dairy market.
Starting early next month, it targets consumers at breakfast time on GMTV and Channel 4 and is designed to show non-dairy products being used in an ordinary setting. The ad features a mother and child having Soya Chilled on their cereal.
The spend includes re-runs of press ads starring celebrity users such as Linford Christie and Louise Redknapp, sampling activity and direct marketing. Product manager Greig Saunders said stores were putting increasing focus on dairy-free lines and estimated the UK market would double to more than £100 in the next five years.