Alpro Frühstücks-Range: So geht digitale Markenaktivierung

Danone's campaign in the Bring! shopping list app pursues several objectives aimed at sustainably strengthening the presence and interaction with the Alpro breakfast range in the DACH region:

Increase user engagement in the app

Interactive elements and personalized content within the Bring! app are designed to intensify users' interactions with Alpro products and strengthen brand loyalty.

Raising awareness for Alpro in the DACH region

The campaign aims to strengthen Alpro's brand awareness among consumers in Germany, Austria and Switzerland.

More visibility and engagement during the Veganuary Special

The Alpro products are to be presented in a thematically appropriate environment through their placement in the Veganuary special.

• Integration of products into the purchasing process: Alpro products are to be integrated into the Bring! app in a way that they are seamlessly integrated into the user's shopping planning process and are perceived as a natural part of the app experience.

• Addressing consumers in the DACH region: Each market has its own cultural, sometimes linguistic and culinary peculiarities and it was important to do justice to these characteristics with the campaign.

• Competition in a growing market: The market for plant-based products in the DACH region is highly competitive, with numerous established and new brands. The aim was to stand out in this environment and draw consumers' attention to Alpro's plant-based product range.

The Sponsored Product is the ideal way to integrate Alpro's plant-based range into shopping planning. This ad format demonstrably increases brand engagement and anchors Alpro in consumers' recurring shopping plans. Alpro appears as an appealing product tile in the Bring! app. When users enter terms such as milk or oat drink in the search bar, the matching Alpro tile is displayed.

When users click on the Alpro product tile, an additional brand world opens up and the available flavors become visible to Bring! users. This format showcases the entire selection of Alpro plant-based products.

At this point, shopping planners not only receive more information about Alpro products, but can also refine their selection by discovering other items from the Alpro Drinks range. For example, in addition to Alpro Almond Unsweetened, users can also add other variants such as the plant-based Alpro Mango Yogurt Alternative or Barista Oats.

Keywords: milk, oat drink, almond

Category: Veganuary, Milk and cheese

To inspire users in the Bring! app for their weekly shopping, a Sponsored Recipe was placed in the Inspiration tab. The recipe for "Banana Almond Pancake", which contains Alpro sugar-free almond drink, generated a significant boost in awareness and engagement for the product. Users not only received all the relevant details about the recipe, but can also directly add all the required ingredients to their shopping list.

This ad format impressively demonstrates how versatile Alpro products can be, showcasing their use in a wide variety of recipes to create creative and diverse dishes.

As part of the Veganuary Special, Alpro's plant-based breakfast range was prominently featured in the Bring! app. During the January special, the product was not only placed in the eye-catching Veganuary category on the start screen, but also received additional attention through the Sponsored Product and a Sponsored Recipe. This ensured that Alpro Drinks were present at the moment of purchase planning.

To give the Alpro breakfast range an additional awareness boost in Switzerland, the plant-based Alpro products were also featured in the Profital app with a Branding Ad. This format appears to Profital users like a brochure. An integrated link takes interested users directly to the Alpro website, helping to increase engagement with the brand.

Danone's campaign in the Bring! app achieved remarkable success. Notably, 80% of all "Add to List" actions were driven by the Veganuary Special. This high rate highlights the importance of placement in a context that is relevant to consumers. In total, Alpro drinks were added to shopping lists more than 20,000 times, clearly demonstrating increased interest in the brand and the effectiveness of the placement.

In addition, the recipe featured in the app achieved an average engagement rate of over 1%, indicating very strong user interest.

In summary, the campaign successfully met its objectives by increasing brand awareness, consumer engagement, and purchase intent.