R&T drove relevance & purchase intent for Alpro by serving up the world’s first fully edible plant-based takeaway
The Results
INSPIRING PURCHASE
34% more likely to buy Alpro post-campaign
DRIVING RELEVANCE
32% namechecked Alpro as a brand ‘now relevant to me’
EARNED MEDIA
54m+ OTS (including Metro & The Sun)
THE TASK
Plant-based was booming, but with two in three households yet to buy, our challenge was to help Alpro find a way to get these people on side & namechecking Alpro as a brand ‘for me’.
INSIGHT
Increasingly, ‘plant-based eating’ was being seen as a bit ‘worthy’ & not something the masses were yet willing to get on board with.
To counter this, we needed an exciting, fun & culturally relevant campaign to change perceptions & get plant-based ‘considerers’ buying.
THE IDEA & EXECUTION
To hit the ‘two in three’ households yet to buy into plant-based, we needed a disruptive PR idea to take mainstream media by storm. So, marrying up the two most talked about news topics worldwide (plant-based eating & sustainability), we created the world’s first fully edible takeaway – the ‘Plant-Based Bucket’, aka. ‘PBB’.
Made from entirely edible packaging, ‘PBB’ was a plant-based twist on a traditional chicken n’ chips meal deal – which we rolled out to the nation in collaboration with Deliveroo.
We also set-up radio interviews across the UK, pitched mealtime ‘plant hacks’ & recipes to consumer media & teamed up with a raft of influencers to get the nation talking.
