The brand, which is best known for its soya-based dairy alternatives, now produces almond milk and hazelnut drinks and hopes to tap into the growing trend for young women to eat less dairy and meat products.
Alpro says the activity is a “step-change” in the way it communicates to both consumers and the industry and represents its shift towards producing a broader number of plant based dairy alternatives.
The multimillion-pound campaign includes TV, digital, experiential and in-store activity including loyalty card activity and a PR campaign that hopes to educate consumers about its expanded range of products.
The campaign uses the strapline “Feed your curiosity – enjoy plant power”.
Alpro hopes to grow the existing £107m plant-based non-dairy market in the UK through new products that introduce more plant-based alternatives to dairy.
Chris Collis, senior marketer for Alpro, says: “We’re not talking about being a vegetarian or vegan but about making smart food choices that are ‘good for you and good for the planet’.
“Curiosity and discovery are key themes which we have used in our marketing campaign to intrigue and educate these consumers about how they can enjoy plant power.”
Alpro claims that its products are more environmentally friendly than dairy products as their production uses less land, water and CO2.