Alpro unveils multi-million pound cross-channel campaign to launch ‘This is Not M*lk’

Alpro, the pioneer of plant-based, is kicking off a multi-million-pound cross-channel campaign to mark the launch of its biggest innovation to date, new oat-based drink This Is Not M*lk.

The ‘M*lk Believe’ campaign is designed to challenge perceptions around the taste of plant-based and encourage consumers across the UK to finally take the plunge and try plant-based – some for the very first time.

‘M*lk Believe’ is set to capture the imagination of the nation, by spotlighting Alpro This is Not M*lk’s taste and texture, formulated specifically to appeal to the 15 million UK households not currently buying plant-based by demonstrating its versatility across multiple usage occasions.

The campaign is supported by primetime television spots, having kicked off with Grand Designs and continuing to play out on Gogglebox alongside a partnership with Channel 4 Breakfast. Digital activity will see Alpro This Is Not M*lk creative broadcast across YouTube as well as a full funnel partnership with Amazon.

Under the creative umbrella: ‘It’s Not M*lk, it’s M*lk Believe’, the ad-creative communicates the versatility of  Alpro This is Not M*lk across a variety of common usage occasions including breakfast, cereal, and coffee.

A month-long sampling activation via Alpro’s ‘This is Not a M*lk Float’ will drive trial with 70,000 consumers across the campaign period, at multiple high-footfall sites across London and Birmingham, as well as Sainsbury’s and Tesco stores nationwide. A further 40,000 samples will be distributed straight to the homes of potential shoppers, in partnership with the UK’s leading recipe box provider, Hello Fresh [2].

Shopper marketing activations is taking place throughout major retailers, following the first ever plant-based ‘m*lk cages’ in the chilled dairy aisle of Tesco earlier in the year.  

PR and digital will also play a significant role in spreading news of the launch, with Alpro’s year-round social media ambassadors ‘Team PB’ and top TikTok talents producing bespoke content to drive usage occasions and consideration, inspiring their audiences to ‘M*lk Believe’ with Alpro This is Not M*lk.

Anna Kochanska, head of marketing at Alpro UK & Ireland, says: “The launch of Alpro This is Not M*lk has provided us with an exciting opportunity to bring plant-based to a previously untapped audience, the 15 million households across the UK who have yet to be swept up in the plant-based revolution.”

“We know that taste is still a barrier that some consumers have not been able to overcome in order to give plant-based a go, despite the extensive range of alternatives already on the market. It’s with these customers in mind that we have worked so hard to create Alpro This is Not M*lk, with a taste that’s so familiar, we hope to inspire and delight consumers with the fact that This is Not M*lk – it’s M*lk Believe.”

Alpro This Is Not M*lk is made from European oats and is available in two varieties: a smooth and mild ‘Semi’, and rich and creamy ‘Whole’. RRP £1.90.