Food & DrinkAlpro × Paul Conroy — Galway Sampling Activation
A plant based drinks company drives sampling and social coverage with the help of local Gaelic Football star Paul Conroy.
Overview
The campaign
Alpro partnered with Sport Endorse to identify and activate Galway senior footballer Paul Conroy for the Galway stop of its nationwide THIS IS NOT M*LK roadshow. Through the Sport Endorse platform, Alpro secured a trusted local ambassador who helped drive product sampling, regional media coverage and authentic social content to support one of the brand's biggest product launches of 2022.
The challenge
As part of the nationwide launch of Alpro THIS IS NOT M*LK, Alpro wanted each roadshow location to feel locally relevant rather than relying solely on national advertising.
For the Galway activation, the brand needed a recognisable local personality who could attract consumers, engage naturally with shoppers, support regional PR activity and extend the campaign through social media. The ideal ambassador also needed to align with Alpro's healthy lifestyle positioning while bringing credibility and trust within the local community.
Finding the right athlete quickly, and managing the engagement efficiently, required a streamlined approach.
The Sport Endorse solution
Using the Sport Endorse platform, Alpro sourced and engaged Paul Conroy, one of Galway's most respected Gaelic footballers and a well-known teacher within the community.
The platform enabled Alpro to identify an athlete who matched the campaign brief, manage the partnership and coordinate campaign deliverables for the Galway activation.
Paul became the face of the Eyre Square Shopping Centre activation, supporting both the experiential and digital elements of the campaign while reinforcing Alpro's "IT'S M*LK BELIEVE" messaging.
By using Sport Endorse, Alpro avoided the time-consuming process of manually identifying, approaching and negotiating with potential ambassadors. The platform streamlined athlete discovery, campaign management and communication, allowing the brand to focus on delivering a high-quality consumer activation while ensuring the selected athlete was an authentic fit for both the campaign objectives and the local audience.
Athlete fit
Paul Conroy was an ideal ambassador for this campaign because his profile extended beyond elite sport.
As a long-serving Galway senior footballer and secondary school teacher, he enjoys strong recognition and credibility across Galway. His authentic connection with local families and communities aligned naturally with Alpro's objective of encouraging everyday consumers-not just existing plant-based shoppers-to try the product.
Rather than appearing as a traditional celebrity endorsement, Paul's involvement gave the activation genuine local relevance. His approachable personality made him well suited to interacting with consumers during live sampling while also generating authentic social content that resonated with regional audiences.
For regional experiential campaigns, authenticity often delivers greater impact than national celebrity reach. Consumers are more likely to engage with a familiar local personality who represents their community, particularly during live events where genuine conversations and approachability matter. Paul's established reputation in Galway helped create that connection, strengthening both consumer trust and brand credibility.
Deliverables
- Athlete sourced and contracted through the Sport Endorse platform
- Attendance at the Alpro THIS IS NOT M*LK activation in Eyre Square Shopping Centre, Galway
- Participation in local press photography and PR opportunities
- Live consumer engagement throughout the sampling activation
- Product education and conversations with shoppers
- Social media content published across agreed channels supporting campaign messaging
- Brand representation throughout the Galway stop of Alpro's nationwide experiential roadshow
Results
Run a campaign like this
Tell us your goal — we'll show you the athletes, the process and the reporting on a short demo.
Book a Demo