Vicky Upton, UK marketing controller at the Belgium-headquartered company, said the event was "the perfect platform for us to create activity that resonates with our target consumer, aligning Alpro with aspirational designers and trend-led innovation".
The activity will feature its line of plain 500g soya alternatives to yoghurt, Alpro Plain, Alpro Plain with Almond and Alpro Plain with Coconut, which have been positioned in recent TV advertising as a 'blank canvas' for tasty toppings.
Upton continued: "Every year the shows at London Fashion Week present an opportunity for consumers and celebrities alike to feel inspired and empowered by what they see on the catwalk – and then go on to revamp their own wardrobes at home. For us, this is all about encouraging consumers to think about their breakfasts in the same way – as a ‘blank canvas’ that can be re-invented every day with our Simply Plain, Plain with Almond and Plain with Coconut as a delicious base for tasty toppings."
Jenico Preston, head of sponsorship at the British Fashion Council, said, "We’re thrilled to be working with Alpro as an official supplier of London Fashion Week. At London Fashion Week health and wellbeing continues to be important so it’s great that we can welcome a brand with shared values."
The activity will include sampling, a media and blogger outreach programme, digital advertising and social media.
"We know from experience that partnerships of this nature – which specifically target our core health-conscious, female consumer in a high-impact and engaging way – has a direct impact on sales of our products," said Upton. "For example, in 2014 we saw a +27% uplift in value sales of our products in the 12 weeks following the launch of a media partnership with Women’s Health in June. Albeit this formed part of a wider integrated marketing campaign, but the immediate impact on sales is palpable.
Alpro is not the only food brand to be involved with this edition of London Fashion Week; popcorn brand Propercorn is also a supplier while coffee brand Lavazza is a sponsor.
The event, for which the principal sponsor is the retailer Sunglass Hut, is moving to Soho venue Brewer Street Car Park after six years at Somerset House.