Let's eat our way to a better planet with Alpro and VMLY&R - #BehindTheIdea

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Since 1980, plant-based sector market leaders Alpro have always been on the mission to convert as many consumers as possible to the wonders of plant-based food, and the brand's messaging has always been incredibly consistent to cater for that need.

To Alpro, sustainability isn't just a nice feature for the brand – it is embedded in the organisation's core values and it's at the root of any choice they make. According to the brand, eating plant-based food is the single, most significant thing anyone could do to lead to a better and more sustainable planet, and late last year they turned to VMLY&R London to spread this message with a new, fun and quirky campaign.

Today we are getting Behind the Idea to learn more about the project below thanks to a chat with Adam Noel, Creative Partner at VMLY&R London.

What was the brief?

Alpro are the market leaders in the plant-based sector, and their mission is to convert more consumers to the wonders of plant-based, showing the impact this can have on the planet. With this in mind, the brief was figuring out how to communicate that eating more plant-based food is the single biggest change you can make to save the planet.

How did the initial pitch/brainstorming phase go?

We pitched the idea last March, and continued to build on it in different mediums for different markets ever since, but the big opportunity came with the film, which is now running globally. It was a normal lockdown brainstorming, pitching, ideation process - which is actually not normal at all! But we learned how to be efficient and not let it entrench us as we worked our way through new processes.

Tell us more about the concept. How did it come to life, and why was it the right choice?

Alpro has been around since 1980, so it really started coming to life 40 years ago. Our campaign is really just an extension of decades of hard work, innovation and ambition to make the world cleaner and healthier. We just happened to be in the right place at the right time in 2020, to bring Alpro’s belief system to life in a fun story.


What was the production process like? What was the biggest challenge?

The production process was great! Somesuch was amazing; Sam Hibbard, a gem; clients that trusted the process and fought the good fight with us. The big challenge was covid. Yes, covid was not an easy team member, as we can all attest. 

What is one funny or notable thing that happened during the production of the campaign?

‘Defective’ Covid Era Mute Buttons.

What’s the main message of the campaign and why does it matter?

“Eat Your Way to a Better Planet.” The responsibility that lay on our shoulders when it comes to fixing the environment is massive, intimidating and deplete of practical solutions. Alpro can play a huge part in figuring out a pragmatic way to help the planet where other trends have failed or disappointed.


What is one unique aspect of the campaign?

It’s a global campaign driven by comedy. That’s a rarity.

How long did it take from inception to delivery?

A pandemic.

What do you hope it achieves for the brand?

Alpro is a humble giant that is responsible for a significant amount of innovation and progress. I hope people can start seeing their amazingness without it feeling like we’re trying too hard to shove it at them. I’d like to think we’re starting to draw the curtain a little bit, but never yelling at anyone to see the show. They’ll see it. No need to shout.


Credit list for the campaign?

Agency: VMLY&R
Chief Creative Officer: Laurent Simon
Creative Director: Adam Noel
Creatives: Abi Stephenson & Matt Jones

Production Company: Somesuch
Director: Sam Hibbard
Director of Photography: David Foulkes
Producer: Tom Gardner

Editing House: Work Editorial
Editor: Saam Hodivala

Post Production Company: Time Based Arts
Producer: Jo Gutteridge
Shoot Attend: Matt Shires 
2D Lead Artist: Matt Shires 
Online Artist: Jamie Crofts 
Colourist: Lewis Crossfield

Sound design: Wave
Lead sound: Jack Sedgwick


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