Plant-based brand Alpro has today unveiled its ‘Plant-Based for Protein Lovers’ cross-channel marketing campaign.
Featuring an all-star line-up of athletes including swimming star Adam Peaty, boxing champ Nicola Adams, top footballer Tyrone Mings and tennis pro Heather Watson, the multi-million-pound campaign will champion the little-known protein benefits of soya – described by Alpro as the “unsung hero” of plant-based food & drink.
Alpro Soya will take centre stage in the campaign which will run through to the end of October, with the sporting stars unveiling it as their “secret weapon” for upping their intake of plant-based protein.
Cross-channel activation will play out via PR, digital, OOH and shopper marketing, including an on-pack appearance from Peaty and Adams on Alpro Soya 1L packs. Plus, all four famous faces from ‘Team Plant-Based’ will pop up out of home, with a high-profile takeover of Westfield Stratford and advertising in Pure Gyms in the mix, too.
The stars will also take the lead in the ‘Alpro PB Challenge’ – a fun, light-hearted content series that will see each athlete put their “secret weapon” to the test by setting a ‘PB’ challenge related to their field – and challenging their fellow teammates, and the nation, to take it on and see how they fare when pushed outside of their comfort zones.
“We’re pumped to get this ball rolling, the atmosphere is electric”, says David Jiscoot, marketing director for Alpro UK & Ireland (and official campaign pundit). “This campaign is set to shoot further growth for our popular Alpro Soya range and show health and sports fans – no matter what league they’re in – how they can use the plant-based power of soya tobenefit their health, and do their bit for the planet too.
“Soya has become a bit of an unsung hero in the world of plant-based in recent years, despite the fact it’s a nutritional knockout that’s full of plant protein – and a true plant-based alternative to dairy that can deliver on nutrition, with stand-out eco credentials too.
“It’s high time we cheerlead health and sports fans to discover it for themselves – and who better to help us do exactly that than some of the nation’s favourite sporting heroes who are already using soya as their secret weapon?” adds Jiscoot.
Alpro said more than half of its UK sales come from soya-based products (including soya drinks and alternatives to yoghurt), which has in turn fuelled 25 per cent of Alpro’s growth since 2019 (+£11.2m).
Jo Taylorson