Alpro Tea - Case Study | Richmond & Towers

Alpro

Plant-based tea, fit for a queen

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R&T Put Alpro
at the centre
of the
conversation for national
tea day

The Results

TALENT ENGAGEMENT

EIGHT TIMES HIGHER THAN THE INDUSTRY AVERAGE

+WEB TRAFFIC TARGET

230k visits to Alpro’s site (vs. 100k KPI)

EXCEPTIONAL REACH

1/3 of the UK population reached

SHOW THE BRAND LOVE

Created 240k organic TikTok views & 30k Likes

The Task

Cook up a plan to align Alpro with a culturally-relevant calendar moment.
The goal? Increase brand ‘closeness’ and ‘love’, drive online engagement & send traffic to Alpro’s website.

INSIGHT

Ahead of the Queen’s Platinum Jubilee there was a renewed pride in British traditions including ‘Afternoon Tea’.
And with National Tea Day falling on the same day as The Queen’s birthday, we saw an opportunity to be bold, disruptive & show Alpro in a whole new light.

The Idea & Execution

To ‘own’ this cultural zeitgeist, we got the ‘Royal Seal of Approval’ for Alpro’s My Cuppa drink from the UK’s favourite Drag Queens, aka. The Vivienne, Tia Kofi & Victoria Scone.
Together they played the lead role in an innuendo-laden video showcasing – Plant-Based Afternoon Tea Fit for a Queen – with etiquette expert, William Hanson on-hand to test their manners.
Using a strategic mix of earned, organic, owned & targeted paid ads. across Facebook, Twitter, Instagram & TikTok, we sweated the video assets – and sent social media WILD with Reels, Stories, Posts, Likes, Shares, UGC and positive sentiment – even creating convos (and hundreds of upvotes) on cult social platform, Reddit.

The Client Take

“We’re on a mission to build brand love and favourability, and a huge part of that is about aligning Alpro with culturally-relevant calendar moments, people and trends. We always look to R&T to deliver on this front, because they never miss the mark – and the creativity they showcased for National Tea Day was second to none. The content was hilariously entertaining whilst still delivering a clear brand reason-to-be – and, importantly, shifting the dial when it comes to how consumers perceive and engage with our brand.”

Ellie Jones, Brand Manager Alpro