Plant milk brand Alpro are facing a PR nightmare. Rival Oatly’s response is perfect.
Belgian plant milk producer Alpro have upset many in the vegan community by promoting animal products as part of a healthy diet.
In a tweet the company state that a “healthy diet consists of 2/3 of plant based food and 1/3 of animal based” – a claim that has not gone down at all well with their large vegan consumer base, who know that a healthy diet actually consists of entirely plant based food.
It’s perhaps unsurprising that Alpro are now pushing animal products, considering that the company were taken over just three months ago by the dairy multinational Danone.
To make matters worse, many vegans have accused Alpro of responding to the online criticism in a “rude”, “patronising” and “arrogant” manner, which has only further angered some already disappointed and annoyed customers:
Twitter users have even started using the hashtag #BoycottAlpro to express their displeasure with the company, threatening an online PR disaster for the brand and showing how crucial it is for businesses to have an effective social media marketing team in place.
For a schooling in brilliant social media marketing, Alpro should take a look at their Swedish competitor Oatly, whose response to the situation is perfect:
It will be interesting to see if and how Alpro are able to manage a marketing and PR disaster that’s entirely of their own making.
If you’re a vegan or ethical business and interested in boosting your brand online, contact The Vegan Punk today for a free digital marketing consultation.