alpro this is not m*lk

Alpro is launching a multi-million-pound cross-channel campaign to mark the launch of its oat-based This Is Not M*lk.

The ‘M*lk Believe’ campaign is aimed at challenging perceptions around the taste of plant-based milk alternatives and attracting new customers to the category.

It comprises a TV advert playing on Channel 4 on Gogglebox and Channel 4 Breakfast, as well as YouTube and Amazon advertising.

There will also be a sampling campaign at high-footfall sites in London and Birmingham as well as Tesco and Sainsbury’s stores nationwide. A partnership with recipe box provider Hello Fresh will also see 40,000 samples distributed.

Alpro will also use social media ambassadors on TikTok to produce bespoke content related to the campaign.

Anna Kochanska, head of marketing at Alpro UK & Ireland, said: “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.”

This Is Not M*lk is currently available in Semi and Whole varieties, each at an RRP of £1.90.

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