Plant-based brand Alpro is working with Tesco and other partners on a campaign to reach around six million shoppers with its various alternative dairy products.

The centrepiece is an ad that demonstrates the various ways customers can make their breakfast Alpro-licious. The ad will run across multiple channels including ITVX, Meta, DV360 and placements on Tesco’s own website.

The creative will also feature on the handsets of Tesco’s new Scan as you Shop format, prompting customers of the products available when in-store. The activity will run until the end of October.

Danone-owned Alpro teamed up with Wavemaker UK and Tesco-owned customer data science company Dunnhumby on the strategy, which it hopes to target precise audiences with personalised product creative and taglines.

Jon Ruberry, Plant-Based Category Director at Danone, said: “While the dairy alternatives category is significantly bigger than it was 10 years ago, there is still space for the category to grow, and Alpro can help drive that. We want to bring more people to the world of plant-based goods.

“Alpro-licious is an important component in helping us do that by reaching such a huge audience base, but importantly, keeping that personal and high quality approach we have to all of our products.”