Following this year’s entries for the IPM Awards 2017, we are proud to announce HRG has won two awards this year for the ‘Your Smoothie, Your Way’ activation based around the online Alpro Smoothie Maker tool. Our first award was a gold trophy for the Non–Alcoholic Beverages Category and we were lucky enough to also win a silver trophy for the Trial and Awareness Campaign Category.
Beyond making an impact on the future, the awards are dedicated to our industry. It recognises the outstanding achievements of promotional marketing campaigns where boundaries have been pushed beyond expectations.
The campaign was launched for Summer 2016, providing recipe inspiration for a health-conscious audience to enable consumers to create their perfect smoothie. A mixture of online and offline touchpoints were in place to drive awareness along the shopper journey. The resulting campaign employed numerous promotional mechanics to inspire trial in-store, drive online engagement and sales at the point of purchase.
From in-store experiential event sampling to recipe leaflet takeaways and even a blog, the campaign activation was a success. We turned key shopper insight into a promotion that was engaging, inspiring and personalised. As referenced in the winners speech ‘The campaign not only delivered tremendous levels of engagement and trial but also changed brand perception, helping to bring the Alpro brand to the attention of a new, wider audience.
Tasked with changing consumer perceptions towards the brand and owning summer within the category, we created a promotional campaign that did just that – engaging and inspiring a target audience intent on a healthy living to think Alpro.
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