Having sat on the dusty shelves of independent health food shops for years, the team at Alpro decided they needed a new kind of agency to work with them in reviving the fortunes of this precious, but sadly overlooked, brand – especially with a slew of young-pretenders spouting their hipster nonsense.

Our approach provoked a new generation of plant-based consumers to question what these products are made from. By positioning Provamel as ‘Made from added nothing’ we depositioned these jumped-up rivals, whilst giving consumers the confidence to, once again, #trustyourfood