Fiora was briefed to help develop the digital future of Alpro and establish them as the market leader in plant-based products. Our mission began with a drastic overhaul of how Alpro was perceived. Generally viewed as simply producing alternatives to milk and dairy, Alpro wanted to position itself as an aspirational brand who promoted a healthy, balanced lifestyle through their range of delicious products.
We began by tapping into emerging trends in plant-based eating and establishing ‘Enjoy Plant Power’ as a brand strapline. With our focus now clearer, we worked with Alpro to map out a five-year plan, reviewing Alpro’s existing online presence, social strategy and online advertising.
We pushed for increasingly integrated campaigns and, over the five years we worked with Alpro, we ensured each one was approached with a fresh, innovative outlook. All work was planned down to the finest detail, with social ads and promoted posts appearing at the same time as the first airing of a new advert. We utilised new social platform tools to help drive online noise, including our Facebook Vitality app. This allowed users to keep track of their daily routine, including how much they ate, drank, exercised and even recycled, and helped promote Alpro as a brand dedicated to healthy living.
Our Deskfest campaign was focused on the common trend of eating breakfast at your desk. It aimed to promote the versatility and range of Alpro’s products, with users submitting photos of their most inventive desk breakfasts. Entries were prominently featured to reward interaction and keep engagement high. The campaign was rolled across Alpro’s social channels and was supported by a YouTube pre-roll campaign, Google advertising, blogger outreach and print flyers.
While the above campaigns involved numerous platforms and cross-solutions, some campaigns were deceptively simple. This was the case when we identified a problem through our consumer insights study. A flaw in Tesco’s online search meant that only diet coke was shown when ‘dairy-free’ was typed in. We worked directly with Tesco to define the category, which resulted in an 18% uplift in Alpro’s sales.
Through our continued work with Alpro, we helped to redefine the brand, making it more accessible and suited to anyone looking to make a healthy change. The results speak for themselves, with Alpro now an everyday addition to supermarket shelves, and The Grocer ranking it the number 1 digitally mature brand.