We explored the future of food with Alpro’s exciting plant-based range


Blue and green Alpro logo on white field
We partnered Alpro with FM104 for a popular food- and nutrition-focused campaign.

Supported by week-long promotion on FM104’s Strawberry Alarm Clock breakfast show, an outside broadcast with street team activation, backed by social media posts and native articles!

Goals
  • Generate excitement around the Alpro Planquet street event
  • Broaden awareness of Alpro‘s plant-based food range
  • `

  • Harness healthy-eating and vegan lifestyle trends among FM104‘s youthful urban audience

Promotional Activity for Alpro

We ran hamper giveaways with two social posts published across the week. The highly desirable package included a variety of Alpro products, with a strawberry plant to grow and a copy of the Food Medic book.

In collaboration with our Alpro partners, the urbanmedia content team penned a native article housed on the FM104 website, supported by social media.

Read the article: The Future Of Food Is Plant-Based – Here’s Why »

On Street Activation for Alpro

There was great energy at FM104’s outside broadcast on the Wednesday of the promotion, with street team activation running on-street, from 7-10am.

The FM104 Beetle Bugs led encouraged footfall to the Planquet event by interacting with passers-by. Meanwhile, that morning, the Strawberry Alarm Clock chatted to an Alpro nutritionist through Instagram Stories.

Crossy Says

We had a good laugh with the Alpro promotion. Our chef ‘Mo Salad’ described an Alpro based dish each morning.
The grand prize of a €2500 holiday voucher proved popular. We had over 200+ text entries each morning.

Overall Results

😍 32k Facebook Reach
👀 2k Native Article Reach
❤️ 1283 Competition Entries
Elaine Rockett

Hi, I’m Solutions Specialist for urbanmedia

✉️ Email Me: elaine@urbanmedia.ie

☎️ Call Me: +353 1 850 6587

🐵 See more of my recent work