Alpro is unveiling its biggest-ever national TV campaign with a new creative featuring global celebrity Usain Bolt, as the brand continues its bid to lead the next wave of growth for the fast-paced plant-based category.
Hitting screens nationwide on 18 November, the ad forms part of the plant-based leader’s heavyweight cross-channel marketing campaign, ‘Good For You’.
“‘Good For You’ is all about cheerleading life’s triers as they go about making progress their own way, and we couldn’t be more excited to have Usain Bolt in our corner helping us to do exactly that,” explains David Jiscoot, marketing director for Alpro UK & Ireland.
The ad features an “everyday protagonist”, Simon, who makes a small, positive choice to start the day with an Alpro smoothie, followed by a morning jog. Simon is caught by surprise when he’s overtaken by Bolt mid-run, but he carries on undeterred – and actually overtakes Bolt in a humorous exchange.
“We may have a record-breaking sprinter on screen, but Simon is the real star of the show,” explains Jiscoot, “because Simon plays the role of the very people that ‘Good For You’ is designed to celebrate, which is – quite simply – anyone who is trying to make a small change to their lifestyle to benefit their health, or the health of our planet”.
“We’re determined to tip plant-based food and drink, and Alpro, well and truly into the mainstream, which is exactly why we’ve put a message that’s sure to resonate with the masses at the heart of this campaign,” continues Jiscoot. “It’s also why we’ve made this our most exciting, different and high-profile campaign to date, with iconic British comedian Hugh Dennis also joining proceedings to provide his instantly recognisable voice and unbeatably dry wit for the voiceover.”
Alpro is also promoting content featuring Usain Bolt across its YouTube, Facebook, Instagram and Twitter channels – and embarking on a high-impact programme of PR and social media, paid media and shopper marketing, including influencer partnerships with household names, a media partnership with BBC Good Food and the creation of a raft of new digital content to target millennials.
“Retail sales of plant-based food and drink are currently worth £396 million, with one in three households now regularly buying,” says Jiscoot, “but there is much further to go, with 18 million households primed and ready to discover the power of plant-based.
“As the clear and consistent category leader, Alpro will be the brand to make this happen, and this high-impact campaign – backed by our new-look packaging – will make sure that we are front of mind for the ever-increasing number of shoppers looking to buy and try plant-based, be it in-store, online or when out and about.”