ALPRO - „Dein Glück is(st) a Pflanzerl”
Claim Creation and 360° Campaign
Since the beginning of 2023, we have had the pleasure of working with the leading plant-based food brand ALPRO to create an innovative new Austrian-focused mission.
A brand-spanking new country-wide campaign, including social assets, outsourced strategy, perfectly wrapped trams, and much, much more.
At the beginning of summer 2023, ALPRO approached us with the challenge to shift their global mission towards one with a more “Austrian” touch. To do so, we partnered up with Philipp “Scheibsta” Scheibelbrandner. After some intense creative brainstorming, idea exchanges, and collaborative strategy planning, we decided, together with ALPRO, to perform a survey across their consumers to find the best fitting statement that supports their buying behavior.
We’re excited to announce the consumer statement for ALPRO Austria was…
„Dein Glück is(st) a Pflanzerl.” (“Your happiness is a plant.”)
With this adorable consumer statement in our hands, we started the process of rolling it out across Austria.
Outcome
By the end of August 2023, the country-wide relaunch started with ALPRO-designed trams as well as underground stations in Vienna decorated with posters designed by Marion Bruckmeier.
Not only that but the statement was used on social assets on all relevant Social Media channels, giving a new ALPRO voice for all assets. Not to mention a perfect fit for the partnership with the tennis ATP-tournament Austria Bank Open.
Together with the ALPRO team, Katja Schindler and Sonja Murauer, we put our full effort into this relaunch and after 6 months the numbers are on our side. We can see already the increasing market share for ALPRO in Austria.
This is awesome. This is Alprolicious.