Plant-based pioneer Alpro has partnered with Wavemaker UK and Tesco-owned customer data science company Dunnhumby, on “Alpro-licious”, a retail media strategy set to reach around six million shoppers with its various alternative dairy products.
As the category becomes increasingly competitive, the campaign will allow the brand, owned by FMCG giant, Danone, to target precise audiences, identified as potential customers, with personalised product creative and taglines. From creamy oat milk in cereal to nutty almond milk in coffee, the ad demonstrates the various ways customers can make their breakfast “Alpro-licious”.
The ad will run across multiple channels including ITVX, Meta, DV360 and placements on Tesco’s own website. Additionally, the creative will also feature on the handsets of Tesco’s brand new “Scan as you Shop” format, prompting customers of the products available when in-store. “Alpro-licious” will run until the end of October.
As well as working with Tesco Media and Insight Platform to find audiences that are warm to Alpro, but not existing frequent buyers, Wavemaker were also responsible for creating a bespoke sales uplift methodology to measure the results. This includes – individual channel contribution to sales, the multiplier effect of different channels working together, engagement with the personalised creative, and finally, identifying where Alpro is winning new customers to the brand.
Ben Walton, head of commerce, Wavemaker UK said: “Retail Media is fast moving, but still a nascent space. Alpro-licious is a complex campaign with multiple channels, precise audiences, addressable creative, and we had the added challenge of ensuring we have a multi media measurement methodology to underpin success. Everyone might be talking about retail media, but no brand is testing it at scale as we are with Alpro. Danone isn’t just talking the talk, but walking the walk, by truly investing in reaching audiences through Tesco’s connected “Sofa to Store” solutions.
Jon Ruberry, plant-based category director, Danone added: “While the dairy alternatives category is significantly bigger than it was 10 years ago, there is still space for the category to grow, and Alpro can help drive that. We want to bring more people to the world of plant-based goods. “Alpro-licious” is an important component in helping us do that by reaching such a huge audience base, but importantly, keeping that personal and high quality approach we have to all of our products.”
Matt Boughton, Media Director, Tesco Media and Insight Platform, said: “This best-in-class campaign shows the power of retail media from inspiration to the shopping phase of the customer journey. Collaborating with Danone and Wavemaker UK has resulted in a true multimedia campaign, with Tesco Media and Insight Platform acting as a one-stop shop for targeting audiences across onsite, offsite and in-store. And crucially, with close-loop measurement, our partners at Wavemaker and Danone can see the real impact of the campaign from day one.”
