Alpro unveils multi-million pound campaign for 'This is Not M*lk'

Plant-based brand Alpro has announced a multi-million-pound cross-channel campaign to mark the launch of its biggest innovation to date, 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 consumers across the UK to finally take the plunge and try plant-based.

The campaign will highlight 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 including breakfast, cereal, and coffee.

“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,” Anna Kochanska, Head of Marketing at Alpro UK & Ireland, said.

“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, we hope to inspire and delight consumers with the fact that This is Not M*lk – it’s M*lk Believe.”

The campaign is supported by primetime television spots, having kicked off with Grand Designs and continuing to play out on Gogglebox alongside a partnership with Channel 4 Breakfast. Digital activity will see Alpro This Is Not M*lk creative broadcast across YouTube as well as a full funnel partnership with Amazon.

A month-long sampling activation via Alpro’s ‘This is Not a M*lk Float’ will drive trial with 70,000 consumers across the campaign period, at multiple high-footfall sites across London and Birmingham. A further 40,000 samples will be distributed straight to the homes of potential shoppers, in partnership with the UK’s leading recipe box provider, Hello Fresh.

Shopper marketing activations is taking place throughout major retailers.

PR and digital will also play a significant role in spreading news of the launch, with Alpro’s year-round social media ambassadors ‘Team PB’ and top TikTok talents producing bespoke content to drive usage occasions and consideration, inspiring their audiences to ‘M*lk Believe’ with Alpro This is Not M*lk.

Alpro This Is Not M*lk is made from European oats and is available in two varieties: a smooth and mild ‘Semi’, and rich and creamy ‘Whole’. RRP £1.90.