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Alpro
This is Not M*lk

Alpro Logo

Disciplines:

Off the back of one of the biggest launches for Alpro with the product This is Not M*lk, Purity were briefed to support the business by delivering a targeted mass sampling experience.

The key objectives of the Q2 launch were to build awareness, increase desire and trigger trial. The campaign continued in Q3 where the focus was on continuing the momentum from Q2 and reaching more households during the key breakfast moment.

Experience

Purity refurbished an electric Milk Float to deliver a sampling roadshow. The Not M*lk float, travelled across various locations in London and Birmingham. Purity Brand Ambassadors offered samples of the product with granola and within tea and coffee to highlight association with the key breakfast occasion.

Alongside this, sampling took place at point of purchase at key retailers Sainsburys and Tesco with coupons to drive conversion.

To reach consumers at breakfast within their home we sampled 40,000 full size chilled cartons of This is Not M*lk within Hello Fresh meal kits.

In Q3 the experience extended to office sampling where full-size chilled cartons were delivered to targeted offices which were carefully profiled to the key Alpro demographic.

252,738
samples
80%
of consumers said it tastes like dairy milk
95%
of consumers enjoyed the taste

Results

Across the two quarters we delivered a total of 252,738 samples of Alpro This is Not M*lk. The M*lk float visited 11 locations across 2 cities as well as hitting nationwide consumers through the retailer sampling.

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