Putting Soya back on the map
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:
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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