ALPRO X FGC TURISME

Turning the ski break into a call for change

Alpro wanted to make sustainable consumption more tangible, desirable and relevant. 

We brought that ambition to the mountains — a territory where climate change is no longer a future threat, but a visible reality shaping the future of winter sports. 

Together with FGC Turisme, we transformed the ski resort into a powerful platform for awareness, product trial and behaviour change. 

What we built
  • + Brand Strategy 
  • + Partnership Strategy 
  • + Creative Direction 
  • + Experience & Activation 
  • + Content Strategy & Production 
  • + PR & Media 
  • + Performance Analysis 
Strategic move 

We connected plant-based consumption with the preservation of mountain environments. 

Through Ski Break for the Planet, a simple pause in the skiing day became a branded moment of discovery:
an invitation to taste, rethink and act from one of the most symbolic natural territories. 

Why it matters

Sustainability became more than a brand message. It became a lived experience. 

By connecting purpose, product and place, LINE helped Alpro become part of a bigger conversation: how everyday choices can help protect the territories we love. 

results

50

Pieces of content and posts

500

Online reach

1.5

Offline reach

4

PR Reach

+30

Product tasting

28

New points of sale