From Tasteless Compromise to the Champions of Flavour

Client: Danone - Alpro

Alpro, the premium-priced category leader of the plant-based milk industry, faced a significant challenge. The category (and by default, Alpro), was seen as a taste compromise that was not worthy of the premium price, manifesting in the shopping aisles.

As the award-winning category leader with over 103 products that met every taste, texture and serving our audience could crave, we were far from a taste compromise! To change this perception, Alpro launched a media-first omnichannel campaign to become the ‘Champion of Flavour’. The campaign used retail media data and addressable to match Alpro's wide product range to the food preferences of their audience. From VOD to social media to Tesco’s scan-as-you-shop handsets, consumers would see one of 200 flavour pairings, each directing consumers to shop with their favourite retailers. Coffee lover? Meet Alpro’s fabulously foamable barista range. Cereal Cruncher? Pair nutty almond milk with Crunchy Nut or creamy Oat for AllBran fans! What sets this retail-media campaign apart is its use of full funnel, real-time optimization of taste, use-case, and flavour-specific benefits. By testing the effectiveness of these factors, Alpro was able to optimize their impact on sales and achieve all aspects of the brand challenge. Not only did this campaign result in 18% new-to-brand penetration and 90% agreement that "Alpro has great tasting products", but it also reversed the seven-year decline. Danone was so pleased with the results that they are implementing an addressable x retail-media approach across more of their portfolio.