Plant-based brand Alpro has launched a multi-million-pound cross-channel campaign to mark the launch of its new oat-based drink This Is Not M*lk.
The ‘M*lk Believe’ campaign is designed to challenge perceptions around the taste of plant-based and encourage UK consumers to give it a try.
The campaign spotlights This is Not M*lk’s taste and texture, formulated specifically to appeal to the 15 million UK households not currently buying plant-based, by demonstrating its versatility across multiple usage occasions.
It is supported by primetime television spots on Grand Designs and Gogglebox alongside a partnership with Channel 4 Breakfast. Digital activity will see This Is Not M*lk content broadcast across YouTube as well as a full funnel partnership with Amazon.
A month-long sampling campaign via Alpro’s ‘This is Not a M*lk Float’ will drive trial with 70,000 consumers at multiple high-footfall sites, as well as in stores. A further 40,000 samples will be distributed straight to the homes of potential shoppers, in partnership with recipe box provider Hello Fresh.
The campaign will be further bolstered through shopper marketing, PR and social media activities.
Anna Kochanska, Head of Marketing at Alpro UK & Ireland, commented: “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.
“We know that taste is still a barrier that 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. 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.”