Alpro ‘enjoying plant power’ experiential campaign rolled out by iD


By The Drum Team, Editorial

February 28, 2012 | 2 min read

Alpro is rolling out its ‘enjoying plant Power’ campaign with iD, with thousands of samples planned for distribution throughout the year at busy commuter stations, as well as at summer festivals.

In March and September breakfasts will be served by Alpro brand ambassadors at commuter stations via central concourse stands, targeting the new plant based products at women over 25.

Breakfast bags and dessert boxes will also be handed out to passing commuters, with each sample pack containing competition information and new product samples.

Paul Ephremsen, CEO of iD, said: “We’re thrilled to be working with Alpro again as part of an on-going relationship that now spans three years. We’re confident that this campaign will be successful in attracting new females to the Alpro brand in both their everyday and leisure time.”

During the summer, breakfast will be served to festival-goers on the Alpro stand each day and on stand activity will be enhanced with photo interaction, with participants to be invited to climb in to a giant cereal bowl in which they will be photographed aerially.

Chris Collis, marketing controller at Alpro, added: “iD is an agency with a strong reputation for creating engaging, exciting campaigns that get the consumer involved with the brand. Over the past three years, iD has demonstrated time and time again, the undeniable impact and value of experiential. We’re confident that our 2012 campaign will be impactful, exciting and relevant to our target audience.”


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