Purity is delighted to be working with market leading plant-based brand, Alpro, as part of an integrated campaign as shoppers ‘Go Big On Plants’ in 2019. The experiential activations will see a whopping 350,000 samples delivered to consumers nationwide in February and March alone.
The brand experience campaign will focus on promoting Alpro’s pioneering range of plant-based Unsweetened products as part of the brand’s New Year ‘No One Does Unsweetened Like Alpro’ campaign.
The Alpro Planthouse first appeared at Birmingham’s Bullring, kicking off a 3-week tour across the UK which will also take in Westfield in White City London, Braehead in Glasgow before Liverpool Lime Street on Pancake Day and culminating in Victoria Station, London to celebrate Plant Power Day on 7th March.
The Planthouse highlights Alpro’s love for plants with real ingredients, which are all used in Alpro’s products, growing within the structure. Consumers visiting the Alpro Planthouse will have the opportunity to sample Alpro’s Unsweetened range of soya, almond, oat and coconut drinks paired with granola or used within soups and Alpro Unsweetened yoghurt with fresh berries. There will even be Alpro pancakes served on Pancake Day.
A major sampling campaign will run alongside the immersive activation with teams visiting Bristol, Cardiff, Birmingham, Manchester, and London.
Alongside this, in January the Purity team delivered an additional sampling campaign at Waterloo station, Worcester and Birmingham city centre, with a nationwide Caffè range sampling campaign, just launched, running until March and further activity planned at the London Coffee Festival and at the National Convenience Show, Birmingham in April.