Alpro launches superhero inspired adventure video game style connected packaging experience

Danone’s plant-based food brand, Alpro, has partnered with Appetite Creative to launch a new immersive connected experience that aims to educate customers about the nutritional benefits of its new Alpro Kids range.

A web app-based experience, accessed via on pack QR codes, embodies a classic adventure video game style. By dashing through different levels, players can collect key Alpro flavoured ingredients, while trying to avoid falling into giant gaps. It gives people choices of alter egos in the form of their favourite Alpro superhero, including Miss Berry, Oatino and Soystorm. 

Users are encouraged to compete against each other to achieve a high position on the leaderboard. Winners will be selected weekly, during the back to school timeframe from end August to end October, based on user skill and high scores. In the UK, winners will receive one of ten £100 Lego toy gift vouchers, one prize will be available each week across ten weeks. 

“The new Alpro Kids range is more than just a product - it’s a step toward empowering families to make healthier choices without compromising on taste or joy. This is reflected in the fun connected experience accompanying this new range,” says Gianluca Ciliento, Europe Brand Manager - Plant-Based at Alpro. 

“We hope it entertains kids of all ages, while helping them to understand the nutritional benefits of plant-based food. The graphics and branding are superb - and working with the team at Appetite Creative has made this process seamless.”

“We’re always keen to try new and creative ways to adapt the look and feel of a connected experience, within the realms of the brand guidelines, to create something truly engaging for its customers. I’m confident Miss Berry, Oatsy and Soystorm will take the plant-based world by storm! Who wouldn’t want to be a cute food-based superhero?” says Jenny Stanley, Managing Director at Appetite Creative.

The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, age, location, scan rate, page views, number of users, return users and social media shares, including GDPR compliant personal data.

The campaign will run during the summer in multiple countries, including Romania, Bulgaria, Hungary and the Czech Republic. The UK experience will be available exclusively at Asda stores. 

2025 RTIH INNOVATION AWARDS

Connected experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.