Alpro launches treat-based loyalty promotion

LONDON - Alpro soya is launching an on-pack campaign based around the theme of 'treating' yourself.

Alpro launches treat-based loyalty promotion

Prizes will feature a food, health or activity-related theme, including spa vouchers, cookery courses, dance dvds and cook books.

The campaign allows consumers to collect points via an on-pack code. These can then be redeemed for a variety of prizes.

Apro commercial director John Allaway said the promotion was the first of its kind in the soya sectior. He added: "This concept is designed to appeal directly to our target consumers and reward loyalty while encouraging repeat purchase."

Last year Alpro concentrated on experiential marketing. It ran a roadshow where it used a time-tunnel theme to explain how consumers are now able to make healthier choices about what they eat. 

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