The Alternative Dairy Co. is taking its ‘Stay Fussy’ campaign to the streets with a mobile caravan café experience across Australia and New Zealand.
The brand is inviting latte lovers to sample its plant-based oat milk in their daily brew.
Brand activation agency Because ANZ is rolling out the cafe caravans across high-traffic locations in Sydney, Melbourne, Auckland and Wellington.
Alongside the oat latte sampling, visitors can spin the Stay Fussy wheel for a chance to win free merchandise, while a life-size branded oat milk display will reinforce the brand’s bold presence.
The Alternative Dairy Co. senior business leader, café and food service, Rachel Glasbergen said the campaign encourages latte lovers be fussy when it comes to choosing their milk.
“The Stay Fussy campaign highlights how our range of plant-based milks, crafted exclusively for the cafe industry, are the preferred choice amongst baristas,” she said.
“This activation by Because in Australia and New Zealand is an exciting extension of that and is designed to break habitual barriers and invite latte lovers to rethink their morning ritual because when it comes to lattes, it pays to be fussy.”
The café caravan activation taps into the emotional and functional benefits of café-made brews showcasing the way The Alternative Dairy Co. milk enhances the taste and performance, broadening the audience’s appeal to millennials.
Because ANZ managing partner Stephanie Babin said brands like The Alternative Dairy Co. can thrive with a “liquid on lips approach” in a world where digital-first dominates.
“With the right sampling strategy, in the right place at the right time, we’re not just handing out lattes we’re creating a moment of discovery for commuters,” she said.
“When people try, they like, and when they like, they buy. And with a perfect serve from expert baristas, we’re ensuring that first taste experience is one to remember and that they’ll stay fussy enough to request The Alternative at their local café.”
The café caravans will tour Wellington Railway Forecourt and Auckland’s Commercial Bay in New Zealand and Chatswood Mall in Sydney and the State Library Victoria in Melbourne during February.
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