Planthouse
Purity were briefed to deliver an engaging brand experience in 2019 focusing on Alpro’s pioneering range of plant-based Unsweetened products as part of the brand’s New Year ‘No One Does Unsweetened Like Alpro’ campaign.
A key part of the brief was to create an experience that ensured consumers went away with increased positivity towards the brand. The activity also needed to support both Pancake Day and the Alpro led ‘Plant Power Day’.
The Experience
The stunning Planthouse structure, designed by Purity’s design studio, highlighted Alpro’s love for plants with real ingredients used in Alpro’s products, growing within the structure. Consumers visiting the Alpro Planthouse had the opportunity to sample Alpro’s Unsweetened range of drinks paired with granola as well as Alpro Unsweetened yoghurt with fresh berries.
A ‘taste bar’ encouraged visitors to create their own topping with a range of fresh ingredients to select from. At lunchtime and after work we served hot soup, amazing curried carrots, and on Pancake Day we served homemade pancakes with fruit and agave syrup.
10
days of activity
105,318
consumers sampled
1 million
consumers reached
Results
Over 2 months our Alpro teams sampled over 100,000 consumers a variety of offerings including hot soup, bespoke samples from our taste bar, and samples paired with fruit and cereals.
High profile locations included Westfield London, Birmingham Bull Ring, Glasgow Braehead, along with Liverpool Lime Street and London Victoria stations which helped us reach well over 1 million people.
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