BRAND & CONTENT
Alpro, a leading plant-based category leader, was ready to make a big splash in the chilled aisle. ‘THIS IS NOT M*LK’ range is the closest tasting alternative to dairy milk, and Alpro wanted to excite the taste buds of shoppers who are entering the dairy alternatives sector, maybe for the first time.
Using brand assets, ZOO worked with Alpro developing copy and look and feel for an expansive Out of Home (OOH) campaign that was live across major commuter stations, high profile outdoor locations and near store channels. With a particular focus on digital formats, the ZOO team worked to develop animation that enforces the taste and texture credentials of this new market entrant and encourages plant-based toe dippers to trial the range all the while indicating usage occasions with visual queues.
Speaking about the campaign, said Gillian Furey of the Alpro Marketing said: “We were really happy with how ZOO brought the creative to life, linking it to the key consumption occasion. It added such impact to the overall campaign and weight in driving fame for our biggest launch in 2022 THIS IS NOT M*LK.”
