We were tasked with helping to change consumer perceptions of the brand as simply a vegetarian and lactose free alternative product to a tasty, plant-based product that can be part of a healthy and active lifestyle. To support the launch of its new range of yogurts we developed the Deskfest competition.
This encouraged our audience to make simple, plant-based swaps and create healthy and creative desk-based breakfasts. Entrants were encouraged to submit images of their most creative desk breakfasts via Twitter or the Alpro website. These were then featured on a specially designed online gallery. The most inspirational Deskfest entry won a trip to New York. We undertook a targeted promotion campaign for the competition and use of the #deskfest hashtag to drive entry submissions.
The results of the campaign were beyond our expectations. Despite the highly competitive nature of early morning social content, Alpro managed to rise above the noise and own the theme of ‘desk breakfast’ every single morning for a period of three months. By the end of the campaign, 1,741 consumers had entered into the competition, with Deskfest-themed tweets receiving 4,360,000 impressions.