Plant-based brand Alpro has unveiled a new cross-channel campaign focusing on its fast-growing Oat drink portfolio.
‘Make Yours Oat with Alpro’ features Hollywood actor Vinnie Jones, popstar Pixie Lott and pro-boxer Nicola Adams.
The stars have all made the move to plant-based over the past decade – and are now swapping ‘milk moustaches’ for ‘mOAT-staches’ in the campaign which is a playful pastiche of Milk Marketing Forum’s 2010 ‘Make Mine Milk’ campaign.
The trio were starred in the original campaign.
Kick-starting with consumer media launch, the campaign will then roll out across social media, digital and out of home advertising, alongside a radio partnership with Heart and Capital FM.
“A lot can change in a decade,” said David Jiscoot, marketing director for Alpro UK & Ireland. “10 years on from the launch of an iconic dairy ad, and three of its original stars have made the move to a more plant-based lifestyle, along with millions of others.
“In fact, since 2010, plant-based food and drink has become nothing short of a national phenomenon. Millions of people have started to wake up to the health and environmental benefits of plant-based eating – and demand for products made from oats, almonds and soya has absolutely rocketed as a result, with sales growing by +239 per cent to hit £460.6 million.”
The campaign – which runs from 29 June through to the end of July – will highlight Alpro’s extensive range of oat-based drinks, including Oat Unsweetened, Oat Original and Oat Barista.
“Each celebrity will be paired with a different product to showcase the different Oat options we have to offer,” Jiscoot added, “and will highlight ease of usage by sharing quick, easy and great-tasting plant-based recipes on their social channels.
“We’re confident that our campaign will demonstrate how it really couldn’t be easier to ‘Make Yours Oat with Alpro’ – and not only encourage existing shoppers to start buying cross-range, but trigger new shoppers to start making Alpro Oat their plant-based drink of choice, and who knows, maybe rock a ‘mOAT-stache’ of their own.”
