Alternative Dairy Co. hits the road to tell people: ‘Stay Fussy’

The Alternative Dairy Co. is taking its ‘Stay Fussy’ master brand campaign message to the streets with a mobile caravan café experience across New Zealand and Australia.

Working with brand activation agency, Because ANZ for the first time, Alternative Dairy Co. will roll out cafe caravans across high traffic locations in Auckland, Wellington, Sydney and Melbourne.

Visitors can sample its oat milk, 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 presence.

Preferred by baristas

Rachel Glasbergen, senior business leader of café and food service at The Alternative Dairy Co., says, “the Stay Fussy campaign highlights how our range of plant-based milks, crafted exclusively for the cafe industry, are the preferred choice amongst baristas.

“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.”

A moment of discovery

Stephanie Babin, Managing Partner at Because ANZ, adds, “in a world where digital-first dominates, brands like The Alternative Dairy Co. can thrive with a liquid on lips approach. 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.

“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 February.

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