Putting Soya back on the map
Alpro Soya Campaign
In Q3 2021 Alpro put Soya back on the map, focussing on the key health credentials such as being high in protein and low in saturated fat. Alpro partnered up with Team PB, a group of key athletes Adam Peaty, Nicola Adams, Heather Watson and Tyrone Mings. Team PB flew the flag for Alpro soya by supporting on the cross-channel campaign with Adam Peaty and Nicola Adams appearing on pack.
Purity was briefed to bring the activity to life and drive trial of Alpro soya both at Tesco stores and through an experiential activation at Westfield Stratford. The aim of the activity was to:
- Drive penetration of Alpro Soya by recruiting millennials and Gen Z to the product.
- Drive trial of Alpro Soya original and Alpro Soya High Protein.
- Create an experience that supports the overarching campaign and is consistent with the OOH media.
- Create an opportunity to have conversations around the health benefits and sustainable credentials of soya
- Design an experience that centres on the Team PB athlete partnership following a summer of sports (such as the Tokyo Olympic Games).
Experience
Front of Store
Purity bespoke built the Soya Protein Bar. Trained brand ambassadors created delicious, chilled soya smoothies for customers visiting selected Tesco stores. The Protein Bar was installed in foyers to allow consumers to sample the smoothies and receive a discount coupon to redeem in-store that day.
Westfield Plant-Based Games
Purity designed and executed the Alpro Protein Games, creating a fun and engaging sports challenge in Westfield Stratford which invited participants to take part in three different games. The activity gave consumers the chance to win sporty Alpro goodies and exclusive merchandise signed by team PB.
The experience incorporated three competitive games within three of Team PB’s fields of sport:
- Strike a light table – Adam Peaty – Swimming
- Tennis Wall – Heather Watson – Tennis
- Boxing Game – Nicola Adams – Boxing
Alongside these activities, there were photo opportunities to encourage consumers to post on social media using the dedicated hashtags to drive further online amplification and to appeal to the Gen Z’s and Millennials.
The team sampled soya protein smoothies front of store at Tesco to demonstrate to consumers how versatile and delicious Alpro Soya drink is.
The final layer of activity was 3 days of in-store sampling at Waitrose Westfield which ran alongside the nearby Protein Games activation.
Results
Activated at 25 Tesco stores across the UK sampling over 10,000 consumers
Plant-Based Games had a reach of 437K, 7,300 smoothies were trialled, and there were 1,605 entries into the Games activities over 3 days
3 days of activity in Waitrose with over 700 samples trialled and coupons distributed
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