Peter Crouch put through the ringer in sadistic Alpro ad

Alpro has enlisted former England and Liverpool star Peter Crouch to test out ludicrous celebrity breakfast routines with the help of its plant-based protein.

Developed in partnership with PR firm Ketchum, the plant-based food brand has challenged Crouch to take on a series of outlandish morning routines that see him woken at 2.30am before enduring multiple gym sessions and even an ice bath.

Centred around a hero two-and-a-half-minute film, the campaign pokes fun at unrealistic and over-the-top morning routines, showcasing that a healthy breakfast is all people really need.

“We’ve loved continuing to do great work with Alpro – this time to launch the Alpro Plant Protein Morning Trials with Peter Crouch and nutritionist Jenna Hope,” said Ketchum director, Faye Bell.

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“Morning routines look different for everyone; we know they can be hectic and it’s not always easy to fit everything in. While we can’t give the gift of time, the campaign highlights that Alpro and its Plant Protein range can help set us up for the day by providing the perfect ingredients for a tasty and healthy breakfast.”

The creative will additionally be supported by a series of executions including shopper, above-the-line and sampling activity, illustrating how easy it is for people to make a healthy, nutritious breakfast at home.

Ketchum creative director, Luke Walker added: “Crouchy was a great sport for taking on the notorious routines of celebrities, who for legal reasons cannot be named.

“Truth is, we couldn’t perfectly replicate them as what they claim to get up to every morning is far more bonkers. Peter would have sued us. We thank the completely unnamed celebs and their culturally famous routines for helping our Alpro work slot into culture, too.”

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