R&T RALLIED ‘TEAM PB’ FOR ALPRO: A HIGH-IMPACT AMBASSADOR PROGRAMME THAT SENT BRAND LOVE SOARING
+89% uplift in brand perception (Nielsen)
9 in 10 consumers said they’d purchase Alpro during their next shop
AWARENESS & interaction
1.7m reach coupled with x2 average engagement rate for ambassador content
Alpro needed our help to overhaul its approach to influencer marketing. The goal? Build even more brand love & a load more loyalty.
Authenticity was key. We had to engage with true Alpro advocates, ones that were already brand lovers, to ensure content would be real & resonate with followers to inspire usage & drive purchase consideration.
The Idea & Execution
We lined up a diverse, 12-strong line-up of ambassadors to keep Alpro’s ‘loyalist’ audience engaged (i.e., vegans), convey taste amongst foodies, communicate with fitness fanatics & hero health through nutrition experts… All while positioning Alpro as a mainstream, accessible lifestyle choice for all.
Kicking things off, we launched our ambassador programme to coincide with Alpro’s Q1 ‘Eat Your Way to a Healthier You’ campaign – showing the nation that being a healthier version of yourself doesn’t need to look like blood, sweat & tears… Or for that matter, compromise on taste thanks to Alpro. Our stomachs were rumbling, but the results were very satisfying.