OMD picks up £30m European Alpro job

OMD has won the consolidated £30 million pan-European media business for the soya foods brand Alpro following a pitch against Carat, Mediaedge:cia and Starcom.

The review marks a change in strategy for the brand as it consolidates its media into one network. The UK business has been handled by the Somerset agency The Point Marketing & Communication for the past eight years. The creative account, which is also handled by the agency, is not expected to be affected.

The review was run from the headquarters of Alpro's parent, the Belgium-based Vandemoortele. The company is also planning to increase the amount of promotional activity surrounding Alpro.

In the past year, Vandemoortele has increased its media activity through partnerships with magazines such as Woman's Own and an interactive TV campaign.

Alpro's promotions carry the straplines "Fuel your body, mind and soul" and "Soya, but not as you currently know it".

The account will cover all Alpro's milk, dessert and yoghurt products. It is rebranding its chocolate milk range Alpro Soya Dairy Free Chocolate Shake, a move it is supporting with a nationwide campaign.