MONDAY 29 MAR 2021 3:03 PM

LENS: ALPRO

The global plant-based brand has launched its new campaign encouraging consumers to ‘Eat your way to a better planet’ as part of its wider commitment to sustainability.

Created in collaboration with VMLY&R, the video campaign focuses on a message of sustainable consumption and calls for viewers to help the planet manage resources.

The ‘Glug Glug Yum’ campaign humorously celebrates different methods of saving the planet from riding a bicycle in the rain to wearing jumpers instead of turning on the heating.  But, it then points to another way to help the planet – by switching to plant-based products.

The campaign follows the recent announcement of Alpro’s new five-year Health and Sustainability Pledge, titled ‘ Feeding the Future With Plants’, which outlines its commitment to changing the world’s eating habits.

Belgian-born brand, Alpro, has committed to sustainability in two topics that closely align with its brand identity, health and planet. The campaign supports the brand mission to promote measurable dietary shifts towards more plant-based eating by 2025.

Alpro’s efforts include net-zero operations with concrete climate ambitions and actionable plans towards a regenerative agriculture focused on biodiversity and culture.

The campaign is based on research as recent studies show current food production and consumption systems contribute to up to 29% of manmade greenhouse gases worldwide. Further studies have shown that switching to a plant-based diet would be the single most effective emissions reduction strategy. There is a nod to this research within the video campaign as the narrator says, ‘just ask our plant-based scientists.’

Adam Noel, creative partner at VMLY&R says “We want the world to know more about this humble giant Alpro, its 100+ products, its responsible sources, its people, its sense of humour. “Eat yourself a better planet” is a great step to shedding more light on Alpro’s healthy, planet-friendly, yummy amazingness.”

This campaign and wider brand strategy is an example of Alpro’s focus on practical innovation rather than image when it comes to sustainability, adds Noel.

The video was produced during lockdown and directed by Sam Hibbard at Somesuch. It launched on 26 March online in the UK before rolling out to other channels and markets.

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