nching a pan-European marketing campaign that aims to inspire consumers to choose Alpro Big Pot soya alternatives to yogurt at breakfast time.The campaign, called Alpro Tops, will reach over 40 million UK consumers over a four week period in May with a mix of digital and traditional media activity.
Alpro Tops hopes to encourage consumers to break their breakfast routine and get creative by adding plant-based combinations to their favourite Alpro Big Pot flavours.
A combination of successful NPD launches and new formats is driving sales of Alpro’s plant-based alternatives to yogurt range.
Alpro Big Pots have grown +17% and the campaign aims boost sales even further with the activity focusing on best seller, Alpro Simply Plain.
Rachel Cranston, senior brand manager for Alpro UK, said:
“We know that over three-quarters of consumers eat yogurt with other ingredients and that breakfast is the key usage occasion.
“This campaign is about tapping into and driving a trend that it already on our consumers’ radar.
“We’re simply helping shoppers to think beyond muesli topped with yogurt by showing inspiring ways to put yogurt at the heart of breakfast by mixing and matching tasty plant-based combinations.”
The Alpro Tops campaign centers on an interactive website that allows consumers to go on line and choose countless topping combinations by picking their Alpro Big Pot and matching from hundreds of ingredients. 500 consumers will then go on to win their chosen Alpro Tops combination.
The activity will be promoted with a digital video seeded out via YouTube, Twitter and Facebook, a banner advertising campaign, blogger engagement, press advertising and PR activity.
The hashtag #alprotops will be used throughout the campaign for consumers to share and inspire each other.
The Alpro Tops campaign is the latest in a series of innovative initiatives from Alpro that tap into the latest social and traditional media trends to maximise word of mouth and educate consumers about the benefits of plant-based choices.
