- Campaign reunites Vinnie Jones, Pixie Lott and Nicola Adams for a playful, plant-based pastiche of 2010 dairy campaign
- The stars have all made the move to plant-based over the past decade – and are now swapping ‘milk moustaches’ for ‘mOAT-staches’ to mark 10 years of explosive growth for the plant-based category
Plant-based pioneer Alpro is launching a new cross-channel campaign in a bid to accelerate further growth for its fast-growing Oat drink portfolio.
‘Make Yours Oat with Alpro’ will reunite Hollywood hardman Vinnie Jones, popstar Pixie Lott and pro-boxer Nicola Adams for a “playful pastiche” of Milk Marketing Forum’s 2010 ‘Make Mine Milk’ campaign.
The trio – who starred in the original campaign wearing ‘milk moustaches’ but have since made the move to a plant-based diet – will don ‘mOAT-staches’ in a series of creatives and tongue-in-cheek videos designed to promote Alpro’s Oat drink range.
Kick starting with a high-impact consumer media launch, the campaign will then roll out across social media, digital and out of home advertising, and will feature a high-profile radio partnership with Heart and Capital FM.
“A lot can change in a decade,” says David Jiscoot, Marketing Director for Alpro UK & Ireland. “10 years on from the launch of an iconic dairy ad, and three of its original stars have made the move to a more plant-based lifestyle, along with millions of others.
“In fact, since 2010, plant-based food and drink has become nothing short of a national phenomenon. Millions of people have started to wake up to the health and environmental benefits of plant-based eating – and demand for products made from oats, almonds and soya has absolutely rocketed as a result, with sales growing by +239%[i] to hit £460.6 million[ii],” explains Jiscoot.
“Using the famous faces of the 2010 campaign, the goal of our playful ‘Make Yours Oat’ pastiche is to cheerlead the small, positive changes that Vinnie, Pixie and Nicola have all made over the past 10 years – and hopefully inspire even more people to ‘get with the times’ and do the same,” continues Jiscoot.
The campaign – which runs from 29th June through to the end of July – will highlight Alpro’s extensive range of oat-based drinks, including Oat Unsweetened, Oat Original and Oat Barista, which can be used to make overnight oats, breakfast smoothies, barista-style coffees, and much more.
“Each celebrity will be paired with a different product to showcase the different Oat options we have to offer,” explains Jiscoot, “and will highlight ease of usage by sharing quick, easy and great-tasting plant-based recipes on their social channels.
“We’re confident that our campaign will demonstrate how it really couldn’t be easier to ‘Make Yours Oat with Alpro’ – and not only encourage existing shoppers to start buying cross-range, but trigger new shoppers to start making Alpro Oat their plant-based drink of choice, and who knows, maybe rock a ‘mOAT-stache’ of their own,” adds Jiscoot.
[i] Nielsen Scantrack to 22.02.20 vs. Nielsen MAT value sales to 30.10.10
[ii] Nielsen Scantrack to 22.02.20