It’s no secret that oats are bang on trend in the plant-based world atm. But the challenge for plant-based leader Alpro was the rising number of up-and-comin’ brands gaining market share, specifically with Oat drinks. With this in mind, our goal was simple. Build a campaign that would drive penetration and increase market share for Alpro’s oaty line-up. Simple right?
A reality check. We knew that hardcore oat drink fans may be caught up in feeling the fantasy of our competitors. So, we set our eyes on getting new plant-based users (aka. flexi ‘almost-switchers’ ABC1 18–34-year-olds) on board… While also trying to get some low-key lovers of our competitors to see the light, too (because why not hey).
To drive purchase consideration with these guys and get them thinking (and drinking) Alpro Oat, we needed a killer idea. One that would resonate with our audiences. Tell a clear story. And really set us apart. And we had to be able to bring it to life across multiple channels in order to really make an impact at speed. This called for a high-impact campaign that could play out through PR, digital, social media, ATL and in-store – and get all eyes on Alpro Oat at every stage of the shopper journey.
The best PR ideas are built on cultural insights, right? Well, it just so happens that 2020 marks the 10th anniversary of a pretty iconic dairy campaign – “Make Mine Milk” – which saw a slew of celebs don ‘milk moustaches’ on giant billboards to promote gettin’ down on the white stuff.
But oh, what a difference 10 years can make. Plant-based is on the rise like never before, and more and more people are making the move to drinks made from oats, almonds, soya, et al.
And with this realisation came a lightbulb moment.
What if we brought back some of the famous faces from the OG campaign and got them to front a plant-based parody to mark a decade of change? And what if we found a few who had now turned their back on milk? Well, that’s exactly what we did… Creating a 360 campaign to call on the nation to ‘Make Yours Oat’ with Alpro.
We recreated some of the famous moustache ‘moatstache’ moments with OG campaigners Pixie Lott and Nicola Adams to launch the campaign to media – and then got them to spill the tea in media interviews, shouting about why they’ve made the switch to plant-based (and Alpro) over the years.
And it didn’t stop there.
We used a killer combo of image and video content of our celebs to spread the word on their social channels – as well as Alpro’s – and we got some big-name influencers to don Alpro ‘mOATstaches’ too (think Joel Dommett, Jamie Laing and Saffron Barker).
Global Radio also got in on the act – with a 2-week on-air and online partnership with Heart FM that got the nation talking.
Oh, and did we mention that our campaign imagery dominated London Waterloo for 2 weeks – and popped up in high-impact formats, roadside and 6 sheets in close proximity to Tesco stores up and down the country? Just sayin’…