Proud stories - Alpro

Rachel Cranston, media marketing manager, UK and Ireland at Alpro, on teaming up with Luna Cinema to promote the food brand's range of ice creams.


"In June, we invited guests to Victoria Embankment Gardens in London to unwind in a natural, plant-based oasis to mark the launch of our range of ice creams and our new partnership with outdoor cinema specialist, Luna Cinema. The setting reflected the product's natural ingredients and also worked on a mental level, with the outdoor setting helping to heighten the idea of eating ice cream. We wanted to create a relaxed, calming environment and gave people the chance to add toppings to their ice cream. We wanted to encourage different ways to enjoy it and create new food and flavour pairings.

"Guests sampled plant-based cocktails and ice cream concoctions in an exclusive Alpro-branded area, decorated with plants and herbs, as well as enjoying the first night of Luna Cinema's screenings at the venue, where the movie Dreamgirls was shown. Cocktails included Plum & Thyme prosecco, Pink Botanist, Citrus Spring and Seedlip Garden mocktail, while ice creams on offer included Zingy Choc and Hazelnut Plant-Pop, Tropical Bounty-Bowl and Nutty Vanilla Swirl Plant-Pop.

"An Alpro ice cream truck was also situated in the main Luna Cinema area and we will be taking the truck on tour to a number of UK locations between now and the end of August, as part of a major sampling drive for our ice cream products."

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