Challenge
Staying relevant.
The plant-based market has been booming for years. That, however, also means that this exciting market is getting crowded with disruptive brands and challengers big or small.
Alpro, the Belgian-born pioneer now part of Danone, had no intention of just holding its ground. On the contrary. The ambition was to further drive growth and stay on top of the market.
After 40 years of leading the plant-based revolution, Alpro needed new and sharp insights into how its product range could keep setting the pace of a category that gets bigger by the day.
Enter Made.
Impact
A market-validated set of growth drivers.
Together with the Alpro team, our strategy team went all-in and settled itself into the broad community of Alpro users to shape, test, and refine a set of bold ideas.
This deep-dive into Alpro's core community first sparked fresh food combos, strong communication angles, new packaging designs and mouth-watering product concepts.
We then widened the net, validating these ideas with less-frequent and potential users to sharpen the insights even further, ensuring the benefits, products, and recipes truly hit home.
Armed with this depth of user insight of high quality data, Alpro was fully set up to shape a sustainable product portfolio, craft new marketing campaigns and fuel another decade of growth.
Approach
Turning daily rituals into brand loyalty
At Made, we helped Alpro to reconnect with its biggest fans, a tight-knit community of plant-based lovers, to uncover what's at the core of their brand loyalty.
What truly excites them? How does Alpro fit into their daily rituals? And how could that passion be scaled to a wider audience?
Using digital ethnography, we dug into the claims, benefits, and messages that resonated most with frequent users, while exploring their routines, habits, and feelings toward the Alpro range. The result was a clear window into what drives loyalty and how to amplify it.
