Discover what’s good for you with Alpro

Alpro have been pioneering the plant-based movement for over 40 years, committed to transforming the way the world eats and drinks for the better. 

But with limited frequency of purchase in the plant-based sector, Alpro challenged us to show consumers that their plant-based products aren’t just a one-trick pony for breakfasts but that they’re great in other dishes too.

Over the past four years, Alpro have partnered with and owned some great executions with IM Food, namely on BBC Good Food, Olive Magazine and Delicious, but for 2020 Wavemaker were challenged to transform this partnership and drive brand innovation.

We had a wealth of online recipe content that sat on the co-branded Alpro x BBC Good Food hub and knew that we had the opportunity to build upon this further; allowing consumers to consider switching Alpro into key food and drink moments throughout their day, not just at breakfast.

The campaign has added a plethora of recipes to the mix, from an Alpro Mac & Cheese (utilising Alpro Oat No Sugars) to a vegan Veggie Curry (using the Alpro plain big pot), provoking IM Food’s audience to consider switching to plant-based alternatives with seriously delicious results.

In addition to the online hub content we wanted to tap into IM Food’s print capabilities and take advantage of different formats to drive further awareness of the Alpro product range. To execute this, readers received a free Autumn bakes and puddings supplement in the October issue of BBC Good Food.

In this media first, Alpro were named supplement sponsor of this section. The supplement featured 23 warming recipes, including plant-based bakes. The Vegan Hot Chocolate proved to be a real showstopper!

The Alpro x BBC Good Food partnership will run until the end of 2020, with new recipe content due to land on BBC Good Food and Olive Magazine, ensuring Alpro are front of mind for consumers, as the plant-based alternative.