Year 2025 [July – September]
Alpro UAE Summer Campaign Brought to Life in Dubai
You know how some projects just feel different from the start? The kind that tells you, “This is going to be special.”
That was the Alpro UAE Summer Campaign for us.
It began in July, right when Dubai’s summer was at its brightest and cafés across the city were buzzing with matcha. From day one, we knew this campaign wasn’t just about content, it was about building a full seasonal identity for Alpro across the UAE.
How Alpro UAE’s Campaign Started With a Vision
Alpro, after gradually introducing their plant-based drinks across hypermarkets, supermarkets, and retail stores in the UAE, Alpro UAE approached us to lead their summer campaign this time targeting the HORECA sector.
The goal was clear: encourage cafés across the UAE to adopt the Alpro Barista plant-based range as an alternative to regular milk.
For this, we produced a full spectrum of content:
hero key visuals, UGC-style videos for Instagram and TikTok, and on-location café content that captured how baristas actually used alpro behind the counter. Working closely with Emirates Snack Foods, we crafted visuals that showcased the brand’s versatility in real café environments.
Full Production and Creative Execution by Food on Focus Media (Dubai, UAE)
When production kicked off, we went all in. Every frame, every pour, every detail was designed to capture the essence of Dubai’s summer café culture positioning Alpro.
We created:
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Summer-inspired hero visuals highlighting matcha’s vibrant colors
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Instagram Reels and TikTok videos for social-first engagement
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Café collaboration content with Dubai cafés featuring Alpro plant-based milk in their select drinks
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Influencer collaborations to amplify authentic reach
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Key visuals for each café serving Alpro drinks with matcha
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Lifestyle photography with models for relatable, aspirational moments
The Creative Process Behind Alpro UAE’s Summer Campaign
Seeing these drinks come to life, from recipe to glass was pure magic. At Food on Focus Media, we didn’t just handle production; we immersed ourselves in every step. From photography and videography to content for Instagram and TikTok, every piece was crafted with care to position Alpro’s plant based milk in Dubai’s café scene.
What made it truly special was how we worked together. Our production and social media teams brainstormed, researched visuals, created mood boards, and bounced ideas off one another. On set, laughter, energy, and creative sparks were everywhere you could feel that buzz when something exciting was happening.
Timing played a key role. The campaign officially kicked off in July which is official an matcha month and ran through October. Matcha was everywhere at cafés, social feeds, and every piece of content we produced. When October arrived, we smoothly shifted focus to Alpro’s new product launches, keeping that same bright, summery energy alive across all visuals.
But the best part? It was an experience like never before, a mix of experimenting, collaborating, and creating freely. Watching everything come together people enjoying drinks, content going live, and feedback rolling in was a true achievement.
Looking back, this campaign reminded us why we do what we do at Food on Focus Media, bringing brands to life through creativity, collaboration, and storytelling that connects with audiences across Dubai and the UAE.
Bringing Alpro’s Plant-Based Drinks to Life in Dubai Cafés
Every visual we created reinforced how Alpro’s plant-based Barista range fits effortlessly into Dubai’s café culture airy spaces, calm mornings, slow pours, and that signature UAE café aesthetic. Our goal was simple: showcase each drink at its freshest, most vibrant moment sticking to the brand guideline they had given us, making it feel as inviting online as it does in real life. Throughout, we ensured that every visual stayed true to Alpro’s brand guidelines, from color palette to typography and overall brand personality.
From Summer Matcha to Alpro Barista Vanilla & Caramel: A New Visual Story
As the campaign progressed into October, we introduced Alpro Barista Vanilla and Caramel, bringing a warm, cozy, dessert-like tone to the visuals. Our approach focused on:
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Soft natural lighting to highlight textures
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Warm shadows for depth and mood
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Minimal, premium styling to let the product shine
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Clean product highlights that captured the smooth, café-quality performance
By blending lifestyle moments with product storytelling and staying aligned with Alpro’s brand identity, we created content that was consistent, aspirational, and deeply rooted in Dubai’s café culture.
Capturing Dubai’s Café Scene With Alpro x Cafe Collaborations
Alpro set out to strengthen its presence across cafés in Dubai.
We activated and produced content for:
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Caribou Coffee
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Coffee Planet
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Magnolia Bakery
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Coffee Club
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Urban Beans Coffee (Airport Cafe)
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Adya (Airport Cafe)
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Johnz Café
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Filli Café
For each of the above café:
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Key visuals
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Lifestyle photography
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UGC-style videos
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Instagram Reels
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TikTok videos
Everything went live on @emiratessnackfoods, Alpro’s local distributor in the UAE, Instagram and TikTok pages.
UGC, Reels & TikTok Content Tailored for the UAE Market
Our social-first approach focused on quick cuts, natural lighting, handheld moments, and authentic café settings—matching what UAE audiences connect with on Reels and TikTok.
Matcha & Alpro Barista Vanilla and Alpro Barista Caramel
This campaign for Alpro focused on delicious matcha drinks and the product launch of their new Alpro Barista Vanilla and Alpro Barista Caramel flavors. Matcha drinks were made with creamy Alpro coconut milk, the bitterness of matcha subsides as the slight sweetness of Alpro Coconut Milk complements the drink, making them the perfect combo. Some of the cafe’s used Alpro’s recipes and some special creations were done from the café. A tasty mix for every matcha lover. We produced key visuals that went live on Instagram and TikTok.
Cafe Activation and Influencer Management
Alpro’s plant-based drinks were activated in select cafés including Caribou coffee, Coffee Planet, Magnolia Bakery, Adya, Urban Beans Coffee, Coffee Club, Johnz Café, and Filli Café. We Food on Focus Media team created key visuals for each café and captured user-generated content for Instagram and TikTok that went live on Emirates Snacks Food. We worked with models and carefully selected influencers whose style and audience aligned with Alpro’s brand values, ensuring authentic engagement. Each week of the month, one influencer’s content went live in collaboration with the cafe and Emirates snack foods, keeping the campaign consistent, dynamic, and highly shareable across social channels.
Student Community + Cafe Activation
For the month of September, Alpro aimed to engage the student community across Dubai’s universities. To do this, they partnered with Johnz Café in Knowledge Village to run a Matcha Photography Contest exclusively for students. Ten lucky winners would each receive 15 free matcha drinks, that’s a semester’s worth of creamy Alpro goodness! Students were invited to visit Johnz Café, choose from flavors like Classic, Strawberry, Mango, Lychee, and Salted Caramel (all made with Alpro coconut milk), and capture aesthetic photos to share on Instagram Stories, tagging both @Johnz_cafe and @foodonfocusmedia for tracking. To amplify the contest, we coordinated with the student council from Heriot-Watt University, who helped promote the campaign through a Video, driving excitement and participation. This initiative not only encouraged creativity and social sharing but also created a fun, engaging way for students to interact with the brand while enjoying their favorite matcha drinks.
PRODUCTION PROCESS OF ALPRO’S KEY VISUALS
All the production content we did has been published on @emiratessnackfoods Instagram and TikTok page, who is the official distributors for Alpro here in UAE.
At Food on Focus Media, we believe every brand has a story and the way that story is shown visually can shape how people connect with it. When Alpro approached us to create their key visuals, our goal was simple: bring their plant-based Barista range to life in a way that feels fresh, modern, and rooted in real coffee moments.
Bringing the Alpro Experience Into Everyday Life
Alpro is all about making plant-based choices easy, accessible, and delicious. To reflect that, our team focused on capturing visuals that feel natural and relatable. From slow morning pours to the familiar comfort of a café-style cup, we created scenes that show how effortlessly Alpro can become part of anyone’s daily routine.
Blending Lifestyle and Product Storytelling
To build a strong visual narrative, we combined lifestyle imagery with clean, detailed product shots.
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Lifestyle visuals highlighted warm, inviting coffee moments.
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Product visuals focused on creamy froth, smooth textures, and the café-quality performance of Alpro’s Barista range.
This balance allowed us to tell a complete story one that shows not just what Alpro is, but how it feels to use it.
A Visual Identity Designed for the UAE Market
Our styling, lighting, and direction were designed around Alpro’s fresh and inclusive brand personality, while keeping the UAE’s vibrant coffee culture in mind. Whether at home or in a café, our visuals positioned Alpro as a natural choice for coffee lovers who care about taste, quality, and mindful living.
Key Visuals That Strengthen Brand Presence
In the end, our team delivered a cohesive set of key visuals that elevated Alpro’s presence across digital and social platforms. The imagery not only showcased the Barista range beautifully but also communicated the lifestyle that comes with choosing Alpro simple, modern, and plant-powered.
At Food on Focus Media, this project was a reminder of what we love most: helping brands tell their story in a way that inspires people. And with Alpro, that story is all about choosing better, feeling better, and enjoying every sip.
Alpro Power Key Visuals
For the installation of Alpro milk in cafe where people can go for the option of choosing Alpro milk instead of the regular milk, we had worked with cafe’s. Alpro tied up with cafe’s.
Alpro x Cafe Activations
1. Coffee Planet
Key Visuals
LIFESTYLE PHOTOGRAPHY
PRODUCT PHOTOGRAPHY
INSTAGRAM & TIKTOK (UGC Content)
Watch more of our Content Productions for Instagram here – Video 1
Watch more of our Content Productions for Tiktok here – Video 1 and Video 2.
2. Caribou Coffee
LIFESTYLE PHOTOGRAPHY
INSTAGRAM & TIKTOK (UGC Content)
3. Magnolia Bakery
Key Visuals
LIFESTYLE PHOTOGRAPHY
INSTAGRAM AND TIKTOK
4. Coffee Club
KEY VISUALS
LIFESTYLE PHOTOGRAPHY
INSTAGRAM AND TIKTOK (UGC Content)
TIKTOK (UGC Content)
5. Urban Beans Coffee and Adya
KEY VISUALS
LIFESTYLE PHOTOGRAPHY
INSTAGRAM AND TIKTOK
6. Filli Cafe
KEY VISUALS
LIFESTYLE PHOTOGRAPHY
INSTAGRAM (UGC Content)
TIKTOK (UGC Content)
Alpro x Student Community + Cafe Activation
Johnz Cafe
Lifestyle Photography
ALPRO BARISTA VANILLA LAUNCH
Year 2024
Behind the Lens: Alpro UAE’s Summer Campaign with Food on Focus Media
Something new has been introduced in UAE which has recently spread across Dubai in stores, hypermarkets, supermarkets, small cafeterias, mini marts etc, The international brand which has a strong presence in the Europe has come to Dubai!! It’s none other than Alpro.
When Alpro UAE reached out to Food on Focus Media in 2024, their goal was clear, to produce premium, lifestyle-driven visuals for their summer range of smoothies, coffee, and matcha drinks. The campaign would run across Alpro’s partner cafés in Dubai and the wider UAE, and every image had to reflect the brand’s signature style: fresh, vibrant, and unmistakably plant-based.
As one of the world’s leading plant-based beverage brands, Alpro needed a production partner that could balance creativity, speed, and precision. Our team was thrilled to take on the challenge, and even more excited to bring Alpro’s summer story to life through stunning food and product photography.
The Brief: Crafting Visuals That Sell a Lifestyle
The objective was to create high-end lifestyle and product photography that felt both aspirational and relatable, the kind of imagery that would draw café customers’ eyes instantly to the display. Every shot needed to communicate freshness, health, and indulgence, all while staying true to Alpro’s clean, modern identity.
Our one-day photoshoot took place at Emirates Snack Food Solutions in Dubai, where we styled and captured nine beautifully crafted, plant-based drinks. Each beverage from creamy matcha blends to fruit-forward smoothies, was designed and styled by an experienced Dubai-based food stylist, ensuring each photo looked both natural and irresistible.
The Challenge: Tight Deadlines and Quick Creative Thinking
No campaign comes without surprises, and this one was no exception.
- A one-week turnaround:
From production to post-editing, every image needed to be finalized and delivered within just seven days, as Alpro was gearing up for an immediate in-store rollout. - Last-minute recipe updates:
The drink recipes were provided only a few days before the shoot, which meant our stylist and production team had very limited time to prepare props, source ingredients, and develop the styling direction. - An unexpected Ramadan twist:
On shoot day, the client requested to include 2–3 additional drinks for an upcoming Ramadan Campaign, completely unplanned. Instead of pushing back, our team embraced the challenge.
Within minutes, we reimagined the lighting design, using Mashrabiya-Inspired Patterns to cast traditional Middle Eastern shadows across the frames. The result? A visually stunning Ramadan look that blended cultural depth with brand identity, seamlessly.
The Outcome: A 5-Star Production Experience
Despite the fast pace and evolving brief, the entire shoot was executed smoothly and delivered on time. Every image met Alpro’s brand standards for quality and creativity, vibrant, consistent, and engaging across all cafe displays and point-of-sale materials.
When Alpro UAE called the project a “5-star production” it was more than just positive feedback, it was validation of Food on Focus Media’s ability to adapt, innovate, and deliver under pressure.
What This Project Meant for Us
Collaborating with a Global FMCG Brand like Alpro was both an honor and a creative milestone. It strengthened our expertise in Lifestyle and Product Photography in Dubai, especially for fast-moving consumer goods and café partnerships.
More importantly, it reaffirmed our philosophy:
✨ Great content doesn’t just show the product, it tells the brand’s story in a way that feels local, relevant, and real.
Looking Ahead
At Food on Focus Media, we believe every brand deserves visuals that connect and convert. Whether it’s for cafés, retail campaigns, or global product launches, our team continues to produce high-quality content that bridges creativity and strategy, just like we did for Alpro UAE.
Interested in creating visuals that bring your brand to life?
👉 Get in touch with Food on Focus Media to discuss your next campaign.
As one of the world’s leading plant-based beverage brands, Alpro needed campaign content that would feel premium yet natural, global yet local. We were ready to make that happen.
