A mobile video game to inform the benefits of a new range of products. That is the strategy that is deploying AlproDanone’s plant food brand, to promote its new range for children and that bets on the Gamification putting eThe packaging in the center to connect with families.
Hand in hand Appetite CreativE, creative study specialized in connected packaging, ALPRO has created a digital experience that seeks to transfer the nutritional benefits of its new products. It is a Arcade style game which invites you to travel different levels collecting key alpro ingredients, and avoiding falling into holes and precipices.
Experience is accessible through QR codes present in the containers, which are adorned with the characters created for the occasion: Miss Berry, Oatino and Soystorm. They are superheroes based on key ingredients of products, such as strawberry, oats and soybeans. These characters are those that users can select when enjoying the game.
From the brand they encourage users to compete to obtain points and reach a high position in the general classification. The brand will carry out a selection of players with the best score between the end of August and October, coinciding with the period of the return to school, to deliver awards. Specifically, in the United Kingdom, it offers ten Lego coupons worth 100 pounds, which will be delivered weekly.
“The new Alpro Kids range is more than a simple product: it is a step towards the empowerment of families to choose healthier options without sacrificing flavor or joy. This is reflected in the fun experience that accompanies it“said Gianluca Ciliento, brand director for Europe of Alpro plant origin products, in a statement from Appetite Creative.”We hope you entertain children of all ages, while helping them understand the nutritional benefits of plant foods”
The campaign will be executed during the summer in several countries: Romania, Bulgaria, Hungary and Czech Republic. The experience in the United Kingdom will be available exclusively in Asda stores.
The range Alpro Kids, Lanza in early July, includes a oat -based drink available in chocolate flavor, a strawberry flavor soybean drink and soy -based yogurt alternatives available in vanilla and strawberry flavors. It contains 30% less sugar than similar children’s products and is enriched with calcium, vitamin D2, iodine, B2 and B12. It is suitable for vegans, lactose, dyes, preservatives or artificial aromas.
