Alpro
Alpro’s Barista Oat milk gets a perfect pour of full-funnel results with a Pinterest Predicts Trend Badge.
Goal
The global coffee obsession is getting serious. What used to be a simple caffeine fix has transformed into elaborate home setups and perfect latte art photos. Alpro wanted to be the milk alternative of choice when people reached for the frother.
Pinterest was already the hotspot for the coffee renaissance. "Café Core" was identified as a 2024 Pinterest Predicts trend, a nod to searches for "coffee bar styling" skyrocketing by 1,125% and "coffee station decor" jumping 145%.1 For Alpro's Oat Barista milk, designed to foam and froth just like the real deal to the perfect consistency to achieve the best latte art, this was the ideal moment to slide onto the countertop.
Strategy
Alpro leaned into Pinterest's Predicts trend badge for Café Core, getting Pinterest's stamp of approval that they belonged in this movement.
They built a campaign that would capture coffee lovers at every stage—from the first "I should upgrade my coffee game" thought to the final add-to-cart moment.
Working with Pinterest, they breathed new life into existing social assets to match user behavior and ideal Pin aesthetic. Video ads featuring the trend badge introduced coffee enthusiasts to Alpro's barista-worthy credentials. Image ads showed the product in coffee settings, while Carousel ads displayed various milk varieties all in line.Each format directed coffee lovers to a landing page with a compelling cashback offer—buy a pack of Alpro Barista and get the full price refunded. This direct path to action strengthened the campaign's lower-funnel performance.
“
Coffee people are serious about what goes in their cup. We needed to be where they're planning their next brew, not interrupting them elsewhere. The Pinterest Trend Badge gave us instant credibility—like we were part of the coffee club, not just knocking on the door. Seeing results from brand awareness right through to sales was brilliant. We couldn't have asked for a better spot to be in.”
Michael Hyman
Senior D&M Planner - UKI, Alpro
“
We were so impressed with these results, and pleased to run the first ever Circana study in the UK with Pinterest for Alpro. Utilising a variety of formats and creative solutions truly maximised our campaign's potential, achieving strong lifts in brand favourability and sales, and asserting brand authority through the Pinterest Predicts Trend badge.”
Leah Habib
Digital Planning Lead - Wavemaker
Results
Their campaign served impressive results. They got a significant awareness boost, with brand favourability climbing 2.5 percentage points.2 In the competitive world of plant-based milks, that's enough to put them in the top 20% of CPG performers in the UK.3
More good news came at checkout. Sales for Alpro Barista jumped 3.1% during the campaign.² And when they looked at the return on their ad spend (ROAS), they found it was 53% higher than Circana benchmarks for the ultra-heat treated and fresh milk category.²
With exclusive use of a Trend Badge, Pinterest Predicts offers an opportunity for brands to become a part of a real wave of momentum—and reap the rewards.
2.5%+
lift in brand favourability2
3.1%
sales lift for Alpro Barista2
53%
higher iROAS compared to benchmarks2
Explore Related Resources
Pinterest Predicts
Ride the trend wave. Find a Pinterest Predicts trend that naturally connects to your product, then use the Trend Badge to borrow some of that cultural momentum. See how to make Predicts work for your brand.
Adapt your creative assets
Don't start from scratch. Pinterest can help transform your existing creative assets into platform-perfect content that catches the eye. Learn more right here.