Equity Stretch for Alpro / Danone

Our client Danone asked us to help them address the challenge from newer category entrants to the plant-based milk market.

Alpro is a well-established and respected brand – but perhaps better known for soya products rather than the more modern oat and nut products. It was time to shake the market up!

The big idea was a milk based on the nutritious and wholesome rye grain.

The challenge was how to communicate the proposition to gain maximum consumer interest and engagement.

We were tasked with helping define a compelling proposition that resolved unmet needs and encouraged oat drinkers to switch to rye – so we ran a programme that included ethnography, online brainstorms and online co-creation groups to generate and optimise the perfect proposition ..

Apro Rye launched initially in Nordic markets and was swiftly followed with a rollout in Germany

Creating a new category within plant milks