Alpro is a company that supplies soya products. It owns the Provamel trademark, the most well-known brand in the category of dairy free products in the UK.
In April 2003, the Alpro company started a new advertising campaign to support their range of dairy free products. Four different celebrities endorsed the products. They were athlete Linford Christie, BBC TV’s Masterchef winner Rosa Baden-Powell, TV Presenter Katy Hill and Kim Wilde.
The advertising campaign appeared in consumer magazines such as OK!, Red, and Marie Claire, newspapers such as The Times, Daily Mail and Evening Standard and their supplements as well as BBC Good Food Magazine and Good Housekeeping. The advertisements appeared between April and November 2003.