7700
breakfast products sampled
3000
coupons distributed
20+
hours of total queue time at the event
How do you get a range of products directly into the hands of breakfast consumers?
Alpro wanted to create an experience that showcased their breakfast products, including both yogurts and drinks in their soy range. The campaign also needed to have a clear sales-driven focus.
We deliver energy for all the senses!
Our proposal was a city-center event in Stockholm, Gothenburg, and Malmö. The event needed to be highly visible from afar and stimulate all senses. It was also important that the activation took place early in the morning. We came up with an idea that checked all the boxes. The event area included a classic event tent with carpet, bar, standing tables with chairs, and a DJ booth playing energizing music. A fully wrapped Jeep Wrangler and a human-sized Alpro package, along with all branded materials, were the main visual highlights. Generous offers were printed on coupons handed out to everyone passing by.
The event gained extra attention thanks to a partnership with Wao Matcha, who boosted the tour’s social media coverage and were on-site making matcha drinks with Alpro’s products.
Campaign Setup
The large event area was set up early each morning and served as an oasis in the city until after lunch. Then everything was packed up and reassembled the next day.
Three days in Stockholm were followed by one day in Gothenburg and one day in Malmö.
All logistics, staffing, and permit planning were handled by Brand on Wheels.
A major campaign with impressive results
Alpro wanted to reach consumers with their delicious soy-based breakfast products. What they got was an almost constant line at the event area with people eager to taste and learn more.
Over 7,700 products and 3,000 sales-driving discount coupons were distributed during five mornings in our breakfast campaign.
