Flexitarian breakfast offensive

Alpro shows how to start the day in a plant-based AND varied way at the beginning of the year


Alpro campaign image "Make your breakfast fantastically delicious!"

The market leader for plant-based alternatives Alpro is starting the new year with a wide-reaching campaign on the subject of breakfast. Under the motto "Make your breakfast fantastically tasty", Alpro 2024 inspires with the variety of plant-based breakfast ideas.

Alpro invites you to the table - for breakfast. The innovation driver for plant-based milk alternatives is kicking off the new year and the Veganuary month with a breakfast campaign. "No matter how you eat breakfast, Alpro makes your breakfast fantastically delicious" is the campaign claim for how Alpro makes it easy to start the day with a variety of plant-based options. With its wide range of products, Alpro offers a large selection of plant-based products that can be used in a variety of ways. The campaign is accompanied by extensive positioning on TV, digital media and an "Influencer Breakfast Club".

The content of the brand campaign focuses on the top sellers in the Alpro range: two completely sugar-free products, the Alpro Oat Drink Without Sugar and the Alpro Soy Yoghurt Alternative Natural Without Sugar - both with calcium. As well as Alpro Barista Oats, which is perfectly matched to coffee and impresses with its excellent foaming properties. These products are not only among the most popular with German consumers and enriched with valuable vitamins, but are also ideal as absolute all-rounders for a wide variety of breakfast creations.

The brand campaign includes high-reach placements on digital and social platforms such as META, Tiktok, Spotify and YouTube. A spot will be shown on TV with delicious recipe ideas and a colorful Alpro look to inspire individual plant-based breakfasts. All measures are expected to reach over 350 million gross contacts. The campaign's target group focus is on a vegan and flexitarian user group as well as consumers who are still hesitant about a plant-based diet.

A special highlight of the campaign is the "Alpro Breakfast Club" with well-known influencers who have fun showing the versatility of Alpro products and their individual breakfast creations. A free recipe book with the favorite plant-based recipes of six well-known influencers is now available at the Alpro Breakfast Club.

"We are delighted to show once again that our Alpro products are particularly well suited to breakfast, probably the most important meal of the day," says Christine Borghardt, Category Director Plant Based D-A-CH at Danone. "That's why we are focusing primarily on muesli and coffee creations with Alpro throughout the year. At the same time, we are addressing one of the biggest barriers to plant-based alternatives, as consumers often ask themselves how they can use plant-based products or start a flexitarian lifestyle. Being able to educate and show the diversity of our wide range and unique taste is particularly important to us."

Alpro is delighted to be able to offer inspiration and ideas for what is probably the most important meal of the day for all consumers during Veganuary.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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