Alpro

Danone’s plant-based food brand Alpro, in collaboration with global connected packaging leader Appetite Creative, has launched an immersive digital experience to support the release of its new Alpro Kids range. The campaign combines gamification, education, and engaging storytelling to encourage healthier choices for children, while reinforcing Alpro’s commitment to plant-based nutrition.

With the launch of its new Alpro Kids range, which includes oat- and soya-based drinks in strawberry and chocolate flavours as well as soya-based alternatives to yoghurt in vanilla and strawberry, Alpro wanted to educate families about the nutritional benefits of plant-based food in a way that was fun, interactive, and accessible. The range is fortified with calcium, vitamin D2, iodine, B2, and B12, contains 30% less sugar than comparable kids’ products, and is vegan-friendly, lactose-free, and free from artificial preservatives, flavourings, and colourings. The challenge was to bring these benefits to life for children and parents alike, while creating an experience that would drive excitement and engagement during the busy back-to-school season.

Together with Appetite Creative, Alpro developed a connected packaging campaign inspired by classic adventure video games. Accessible via QR codes on-pack, the experience invites children to choose an alter ego from a line-up of Alpro superheroes — Miss Berry, Oatino, and Soystorm — before dashing through multiple levels to collect key Alpro ingredients while avoiding obstacles. The immersive game creates a playful way for children to engage with plant-based nutrition, while the design and branding reflect Alpro’s fun and family-friendly identity.

To build momentum, players are encouraged to compete on a leaderboard, with weekly winners selected based on skill and high scores. In the UK, one winner per week is awarded a £100 Lego gift voucher, with ten prizes available during the campaign’s ten-week run. This not only adds a competitive edge but also strengthens repeat engagement as children return to improve their scores.

The connected packaging experience has created an entertaining and educational journey that resonates with both kids and parents. By combining fun gameplay with accessible information about plant-based nutrition, the campaign reinforces Alpro’s mission to empower families to make healthier choices without compromising on taste or joy.

Through Appetite Creative’s technology, the campaign also delivers valuable real-time data on buying habits, product preferences, engagement time, demographics, scan rates, and social media shares, all while ensuring GDPR compliance. These insights provide Alpro with the tools to refine its marketing strategies and better understand consumer behaviour across different markets.