How we worked with Alpro to drive the plant-based boom

How we worked with Alpro to drive the plant-based boom

17th May, 2019 by Nicole Kennedy

At first glance you might think that plant-based eating is one of those ‘trends’ that’s been catapulted into the mainstream overnight. But you’d be wrong. And nobody knows that better than our client, Alpro – the plant-based market leader – and us here at Richmond & Towers.

That’s because ‘plant power’ has been part of Alpro’s vocabulary for 40 years, and part of ours for more than 20, as we have helped to put Alpro on the map in the UK and Ireland.

From creating ‘The Year of Wellbeing’ in 2008 – which saw 365 days of ‘healthy decisions’ to move Alpro from a ‘free from’ brand for the dairy intolerant to a more universally appealing concept of ‘wellbeing’ – to publishing the first-ever Plant-Based Factfile with The Grocer and launching the brand’s UK social media channels in 2010.

From inspiring people to dine ‘al desko’ at breakfast with our high-impact DeskFest campaign in 2012, to sunrise raving with the Cereal Killers and DJ Yoda in 2015.

From getting a lukewarm response when pitching “that soya brand” to national media, to landing coverage week after week in the likes of The Sun, Daily Mail and the Metro. And we take great pride in having helped to take Alpro from also being perceived as “that soya brand” among trade media, to being crowned The Grocer’s Brand of the Year in 2016.

We also have Alpro to thank for having the vision and courage to launch the first Plant Power Day on 7th March 2018, working closely with our superbly creative team.

And now, here we are in 2019, celebrating the success of Plant Power Day #2 – where we launched the world’s first fully-edible plant-based takeaway and unveiled new research showing how 62% of people are planning to add more plant-based foods to their diet in the year to come – all while Alpro is celebrating its sixth consecutive year of double-digit growth. And we’ve been there every step of the way.

But that’s what happens when you find the right PR partner – one that invests as heavily in your business as you do, and shares your passion. One that can grow with you for the long-term. And challenge you to take some risks along the way.