Alpro Oat Milk - Case Study | Richmond & Towers

Alpro

A 360 campaign to put Alpro Oat drinks on the map

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R&T COOKED UP A 360 CAMPAIGN TO DRIVE PENETRATION & INCREASE MARKET SHARE FOR ALPRO’S OAT DRINK RANGE

The Results

New
shoppers

+18% penetration uplift

INSPIRING PURCHASE

41% of Londoners
more likely to buy

VISIBILITY & AWARENESS

+141m people reached via PR

The Task

Whip up a cross-channel campaign to drive penetration & favourability for Alpro’s Oat drink range.
The goal? Clap back against up-and-coming Oat drink brands gaining market share.

Insight

To many, Oat milk is the ‘new dairy’, right? People have started to turn their back on the white stuff & plant-based is booming.
So, what better way to tap into this trend than by rebranding a famous dairy campaign, with an oaty twist?

THE IDEA & EXECUTION

With 2020 marking the 10th anniversary of the iconic ‘Make Mine Milk’ campaign, we decided to recruit the campaign’s original stars to front a cheeky parody for a plant-based generation, ‘Make Yours Oat’.
Cue Vinnie Jones, Pixie Lott & Nicola Adams swapping ‘milk moustaches’ for ‘mOATstaches’ in a series of tongue-in-cheek videos across PR, digital, OOH, radio & shopper channels.
We got our stars to spill the tea to media about why they’ve switched the plant-based over the years – and we used a killer combo of image & video content to spread the word on social, partnering with big-name influencers to don Alpro ‘mOATstaches’ too.
Heart FM got in on the act too – with an on-air and online partnership. Oh, & our campaign imagery dominated London Waterloo for two weeks.

The Client Take

“Put simply, this is our most successful campaign ever. We knew it was a gem of an idea as soon as we heard it, and the creativity that R&T used to bring it to life was second to none – resulting in a strategic, fully-integrated and stand-out campaign that netted us our highest-ever monthly Oat sales.”

Alpro