Alpro is a real plant-based pioneer, with a diverse range of healthy and yummy plant-based alternatives for your usual milk-based products. However, due to the rapidly growing oat boom, Alpro was losing penetration and potential in Finland, especially within plant-based drinks.
Together with Alpro, we found that the key for turning the current challenges into powerful opportunities were found in the core of Alpro’s identity. Alpro’s supportive and equal brand image and tone of voice, a diverse and varied selection of easy low-threshold products, and an authentic purpose to do good make for a real & true PB-winner – when communicated in the right way.
We created a local modification of Alpro’s “Good for you” message and a tone that relates strongly to a Finnish mindset. Our audience wasn’t just the plant-based-junkies and veggie-evangelists, but all everyday heroes and mundane superstars trying their best in their everyday lives.
So, we penned copy that resonates with the Finn-Flexitarians but also with a wider audience, in a supportive manner – without pointing any fingers. We wanted Alpro to feel like a personal cheerleader, helping Finns to make better choices in the midst of everyday hassle and hustle.
The campaign kicked off in January with a series of brand films made together with Skål Helsinki, starring a real embodiment of Finnish heroism – Juha Mieto. The films have already had a fabulous welcome, accumulating a whole lotta love. Next the campaign is hitting the streets of our big cities – so watch this space, this story ain’t over!