Food PR, Digital and Brand Campaign Case Study | Alpro


Create a campaign to position Alpro’s range of plant-based products as aspirational, on-trend and a healthy breakfast choice
The Alpro Breakfast Rave unlocked media that had never considered featuring the brand before

The Story

Keeping our fingers on the pulse is essential to developing breakthrough ideas for our clients. So when we were called on by Alpro, our client for over 16 years, to create a PR and social campaign to position their existing range of products as cool and aspirational to young, urban females we knew we had to come up with something special.

With no natural news, our concept was to create a newsworthy experience to showcase the taste and versatility of Alpro’s range. We teamed up with renowned ‘kings of breakfast’, the Cereal Killers, to host the first ever Breakfast Rave at the new Camden café in May 2015.

We created the ultimate feel-good breakfast experience with a variety of Alpro breakfast food and drinks, a top it taste it bar, as well as professional dancers, masseuse, beauticians and renowned DJ’s, including DJ Yoda.

We listed the event, thereby accessing coverage in listings media and ran competitions to win tickets in key media. A press release announcing the Breakfast Rave generated further buzz in advance of the event. Influential bloggers and journalists’ were invited to attend the event to create social media buzz in the lead up to, during and following the event.

The event was filmed to create content for social and traditional media. Buzzfeed filmed and posted live from the event and other stand out coverage appeared in the Evening Standard, Time Out and Grazia. In addition, we generated social media noise from a series of influencers and media titles including the Cereal Killer twins themselves.

Key to the success was securing a cutting edge and trendy venue, some influential names to work with and an organic link to the main usage occasion. The event generated an incredibly positive vibe around breakfast time, clearly establishing the association between Alpro and having the best start to the day.

The Results

Sold Out Event

Combined attendance of 90 members of the public and media

An Event First

The first breakfast rave held by a brand – others have followed where we led!

Campaign Impact

Over 70 million opportunities to see, including key titles Buzzfeed, Metro, Time Out, Evening Standard and Huffington Post