Alpro launches ‘M*lk Believe’ campaign to promote new range

Alpro has unveiled its multi-million pound campaign which aims to challenge the perceptions of consumers over its oat-based milk, ‘This is Not M*lk’.

The product which first appeared on shelves in January, available in semi and whole milk variants, is now being promoted to encourage more consumers to try plant-based milk.

A month-long trial with 70,000 consumers across London and Birmingham is hoped to aid support of the product. Sainsbury’s and Tesco stores nationwide will also feature sample testing to shoppers.

In partnership with meal-kit company, Hello Fresh, an additional 40,000 samples will be delivered to the houses of potential customers.

The trial will help to highlight the products “familiar” taste and multiple usage occasions including breakfast, cereal and coffee.

READ MORE: UK diet habits shift towards healthier, plan-based and sustainable choices

“We know taste is still a barrier some consumers have not been able to overcome in order to give plant-based a go, despite the extensive range of alternatives already on the market,” Alpro UK and Ireland head of marketing Anna Kochanska said.

“It’s with these customers in mind that we have worked so hard to create Alpro This is Not M*lk, with a taste that’s so familiar, we hope to inspire and delight consumers with the fact that This is Not M*lk – it’s M*lk Believe.”

The campaign will be supported by prime-time television spots including a feature on Gogglebox alongside a partnership with Channel 4 Breakfast.

The campaign will also be broadcast across YouTube with social media ambassadors and TikTok star’s sharing their thoughts on the oat-milk alternative.

Kochanska added: “The launch of Alpro This is Not M*lk has provided us with an exciting opportunity to bring plant-based to a previously untapped audience, the 15 million households across the UK who have yet to be swept up in the plant-based revolution.”

‘This is Not M*lk’ can be found in each of the Big 4 grocers (RRP £1.90).

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