Case Study: Alpro boosts oat drink penetration and market share with Richmond & Towers

Alpro boosts oat drink penetration by 18% with Richmond & Towers

Alpro, a leading plant-based food and drink company, faced a challenge from emerging competitors gaining market share in the oat drink category. They partnered with the vendor Richmond & Towers to develop a cross-channel campaign aimed at driving penetration and increasing favorability for their oat drink range.

Richmond & Towers created a 360-degree campaign called "Make Yours Oat," a parody of a famous dairy campaign. The solution involved recruiting the original stars for a series of humorous videos and imagery that were deployed across PR, digital, out-of-home, radio, and shopper channels. This strategic and integrated campaign executed by Richmond & Towers resulted in an 18% uplift in penetration, made 41% of Londoners more likely to buy, and reached over 141 million people via PR, leading to Alpro's highest-ever monthly oat sales.

Alpro