Alpro, the plant-based food brand owned by Danone, has recently launched an interactive and engaging campaign to promote its Alpro Kids range. This unique experience, accessed through QR codes on product packaging, combines elements of a classic adventure video game with educational content about the nutritional benefits of plant-based products. The campaign features fun superhero alter egos like Miss Berry, Oatino, and Soystorm, allowing players to collect Alpro-flavored ingredients while navigating through different levels.
With a weekly leaderboard competition offering £100 Lego gift vouchers as prizes, the promotion aims to entertain and educate children about healthier food choices. The Alpro Kids range includes products like chocolate-flavored oat-based drink, strawberry-flavored soya drink, and soya-based yogurt alternatives, all fortified with essential nutrients and marketed as having 30% less sugar than similar children’s items. By combining fun and education, Alpro hopes to raise awareness about plant-based nutrition among kids and families, encouraging them to make informed dietary decisions. The campaign, which runs in various countries including the UK, Romania, Bulgaria, Hungary, and the Czech Republic, showcases Alpro’s commitment to promoting sustainable and healthy food choices for the next generation.
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