Case Study: Alpro drives relevance and purchase intent with Richmond & Towers

Alpro boosts purchase intent 34% with Richmond & Towers

The customer, Alpro, faced the challenge of making its plant-based products relevant to the majority of households that had not yet purchased them. Richmond & Towers was tasked with changing perceptions of plant-based eating as being overly "worthy" and instead positioning Alpro as a fun and exciting brand for mainstream consumers.

Richmond & Towers created a disruptive PR campaign centered around the world's first fully edible plant-based takeaway, the "Plant-Based Bucket," which was distributed via Deliveroo. This solution successfully drove relevance and purchase intent, resulting in a campaign where 34% of people were more likely to buy Alpro and 32% namechecked it as a brand now relevant to them, alongside generating over 54 million earned media opportunities-to-see.

Alpro