ZOO Digital, part of Connelly Partners, has rolled out a new campaign for the plant-based milk brand Alpro.
The campaign, ‘THIS IS NOT M*LK’ range is the closest tasting alternative to dairy milk and is sure to excite the taste buds of shoppers who are entering the dairy alternatives sector.
Using existing brand assets from the “This is not M*lk” range, ZOO worked with Alpro developing copy and look and feel for an expansive OOH campaign that is live across major commuter stations, high profile outdoor locations and near store channels. According to the agency “with a particular focus on digital formats, the ZOO team worked to develop animation that enforces the taste and texture credentials of this new market entrant and encourages plant-based toe dippers to trial the range all the while indicating usage occasions with visual queues. Paired with high profile placement, this campaign will run until mid July and is supported by TV, PR, In-Store and sampling activities.”
According to Gillian Furey, Alpro Marketing: “We were really happy with how ZOO brought the creative to life, linking it to the key consumption occasion. It added such impact to the overall campaign and weight in driving fame for our biggest launch in 2022 THIS IS NOT M*LK.”
Credits
Advertiser: Alpro
Agency: ZOO Digital
Campaign title: THIS IS NOT M*LK
Creative Director: Chris Preston
Senior Designer: Aoife Davis
Senior Copywriter: Andrew Nulty
Account Director: Ian Hollinshead
Account Executive: Eva Crowley
Senior Brand Manager: (Client): Gillian Furey
Junior Brand Manager (Client) Lydia Cummins
