Alpro & Blis: Making Barista Oat the first choice for at-home coffee

Every January, interest in plant-based milk peaks. For Alpro, the goal was to win coffee lovers' attention before the competition got too loud.

Let's talk

4.5% sales uplift for Alpro Barista Oat

Alpro & Blis: Making Barista Oat the first choice for at-home coffee

4.5% sales uplift for Alpro Barista Oat
32% uplift in purchase intent and consideration
18% uplift in brand awareness
28% boost in brand advocacy with DOOH in the mix

Alpro Barista Oat needed to reach coffee drinkers and oat milk intenders across a fragmented, multi-screen landscape, win over shoppers loyal to competitors, and encourage people to bring their coffee shop habits home.

Working with Wavemaker, Blis built an omnichannel campaign that combined proprietary geo-location data with transaction insights, delivering one consistent message across Audio, CTV, Display, YouTube, and Digital Out of Home.

Across 21.8 million impressions in a five-week flight, the campaign drove verified sales growth and showed exactly how each channel added to the whole.

Alpro wanted to go beyond delivery metrics and prove how much incremental sales each channel generated.

Using Blis Audience Explorer, the team combined real-world location data with till data to build four high-intent segments: regular coffee buyers, frequent coffee shop visitors, occasional Alpro Barista buyers, and households that consistently buy competitor oat milks.

These audiences saw addressable creative tailored to their location, time of day, and channel. Display, YouTube, and CTV drove storytelling and digital coupon redemption, DOOH delivered real-world prompts near key retailers, such as “Manchester, fancy a treat before lunch?”, and Audio reached listeners during personal daily moments. Nested Holdout Groups isolated the standalone and combined impact of each channel, while till-point spend insights matched connected exposure to in-store spend.

The omnichannel approach outperformed single-channel activity on every measure, from brand perception to the checkout.

4.5% sales uplift for Alpro Barista Oat
32% uplift in purchase intent and consideration versus the control group
18% uplift in brand awareness
28% boost in brand advocacy when DOOH joined the digital mix, compared with 15% for digital alone and 7.7% for DOOH alone

Abi Taylor Brand Manager, Alpro

Our goal was simple: make Alpro Barista the first choice for coffee lovers. By combining smart geo-targeting with consistent messaging across every channel, we made sure the right people saw us at the right time – and the results speak for themselves. We saw a 4.5% sales uplift and a 28% boost in advocacy. It's a testament to how smart, data-driven marketing can turn everyday coffee moments into meaningful brand connections.

The impact reached beyond the hero product. Sales across the wider Alpro portfolio rose 1.9%, ahead of a 1.4% category benchmark, and Alpro Almond Milk saw a 7.7% halo uplift. The campaign proved that delivering one consistent message to the same audience across real-world and digital touchpoints is worth more than the sum of its parts.