Commercial content for Alpro: Last year, BCN and C3 banded together to form the creative unit b.famous. Their work can be seen in a purely digital campaign designed for client Alpro that is set to launch this week. b.famous, focusing closely on lives of consumers, developed breakfast-themed stories for the customer market.
Breakfast tips from fitness stars
The campaign’s target audience consists of women ages twenty and over, enthusiastic Alpro fans that the campaign brands ‘Alpronistas’. The core element of the campaign is a native video series on BUNTE.de that shows its audience how to integrate Alpro products into their everyday morning routines. Five episodes produced exclusively with BUNTE.de concentrate on the morning routines and challenges different types of people experience each day, and discuss topics such as fitness, health and nutrition. The videos’ protagonists include lifestyle blogger and influencer Lindarella and yoga and fitness star Kate Hall.
Creative commercial content
b.famous adapts the content of these episodes to coordinate with platforms Foodboom.de and DasKochrezept.de. Native specials on these platforms guide users to new Alpro-based recipes developed specifically for the brand by Burda Food Factory and Foodboom. In addition, the campaign features tips from experts and other inspiring protagonists. Social media networking with the Burda food brands rounds off this commercial content campaign.
Read more in the press release available for download on the right.