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By John Glenday | Reporter

March 8, 2012 | 1 min read

Alpro, the plant based food and drink brand, has unveiled its 2012 TV campaign as part of a wider marketing drive.

The integrated campaign will run with the slogan ‘feed your curiosity – enjoy plant power’ and incorporates digital advertising, experiential sampling events, in-store activity and an educational PR campaign.

All this commotion is intended to highlight Alpro’s shift into producing a wider range of plant based products – notably almond milk and a hazelnut drink which recently appeared on supermarket shelves.

Chris Collis, senior marketer for Alpro, said: “The campaign is designed to broaden the appeal of Alpro to a younger, predominately female audience for whom eating less meat and dairy products is a growing trend. We’re not talking about being a vegetarian or vegan but about making smart food choices that are ‘good for you and good for the planet’.

“Curiosity and discovery are key themes which we have used in our marketing campaign to intrigue and educate these consumers about how they can enjoy plant power.”