Alpro’s Ice Cream range is hitting TV screens for the first time this summer, with a new creative designed to drive product awareness throughout the UK and Ireland.
Bolstering visibility of the brand’s first-ever launch into the frozen aisle, the distinctive new campaign breaks in May 2017 and will run through to w/c 5th June – representing a significant investment by the plant-based market leader.
Showcasing the successful Hazelnut Chocolate, Vanilla and Coconut variants, the playful ad reinforces Alpro Ice Cream as being ‘made from nature’s tastiest ingredients’ to appeal to shoppers looking for everyday choices that are healthy* and delicious too.
Set amidst a natural, icy landscape, Alpro’s much-loved characters – representing the hazelnut, soya and coconut bases of the ice cream – appear at a frozen lake with fishing rods in tow, to hook themselves a tub of ‘naturally delicious’ Hazelnut Chocolate Ice Cream.
The ad then cuts away to reveal that the scene is actually set in a kitchen freezer belonging to a woman, who opens the door and enjoys a scoop of Alpro Ice Cream straight from the tub. The end frame reads ‘Made from nature’s tastiest ingredients’nd showcases the three-strong Ice Cream line-up – with a voiceover highlighting the range as ‘smooth, creamy and delicious’.
“Since launch in October 2016, Alpro Ice Cream has proven a strong addition to our growing plant-based portfolio, helping us to ramp up our cross category offer and tap into the rising interest in plant-based choices,” explains Vicky Upton, Head of Marketing for Alpro UK & Ireland. “The message that this range offers fantastic taste and a great nutritional profile, with 30% less sugars and 30% less saturated fat than similar products*, is clearly hitting home with the growing number of shoppers looking for tasty alternatives that are good for them too.
“Our first TV campaign for Alpro Ice Cream will build on this even further by raising awareness amongst mainstream consumers, attracting new shoppers and bringing incremental sales to the fast-growing plant-based food and drink category at the same time.”
The 30 second TV creative will appear around programming aimed at health-conscious audiences. It is also being backed by a fully-integrated marketing campaign including digital advertising, in-store/on-line promotions and sampling, social media and PR.
‘Made from nature’s tastiest ingredients’, Alpro Ice Cream taps into on-trend flavours with soya, hazelnut and coconut bases. The three varieties – Hazelnut Chocolate, Vanilla and Coconut – also benefit from the use of premium, plant-based ingredients such as bourbon vanilla extract.
Alpro’s range of plant-based ice creams are available in 500ml tubs at an MRSP of £3.50 from all major retailers nationwide, including Tesco, Waitrose, Sainsbury’s and Asda.