Plant-based for milk lovers

Plant-based co-creation

Creating campaigns that are as impactful as they are fun to make, is all about team work and finding the right matches. So, we teamed up with our friends at We Make You Happy and NewWorld to help launch Alpro’s plant-based innovation This is Not M*lk with a 360 plan and one key message: Plant-based for milk lovers

Remarkable innovation, remarkable content

A partnership that started with copywriting turned into much more. To help drive awareness for Alpro’s new innovation we created tons of local assets and audio visual content. Think billboards, instore communication, digital ads and social content.


We really used a wide variety of our residents’ skills in this campaign. From Laurent’s motion & design skills, to copywriting with Delphine, Sophie & Fabrice. Photography was done by Bram and Jeremy was responsible for APP. The mad PM skills by Lobke and Eric, made sure the campaign ran smoothly. Result? You couldn’t miss this delicious drink, even if you wanted too!

As Alpro’s trusted AV partner in crime, it was a thrill to be one of the forces behind the launch of this ground-breaking product. Our team went all out to give this remarkable innovation the remarkable content it deserved.

– Lobke, Production Manager

The proof of the pudding is in the eating

Alpro and We Make You Happy set up a huge sampling campaign, reaching more than 1 million mouths. Our resident Bram made sure we got some cool shots of these sampling actions.

And silver goes to…

In 2022 our hard work was rewarded with a silver Effie. An award that celebrates effective marketing- and communication campaigns. As a long term partner of Alpro, we are super happy with this award. It encourages the creatives to keep giving everything they got for a plant-based world.

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