Leading muesli brand Alpen has launched a new consumer campaign with the creative, ‘Alpen, it’s The Grown Up Thing To Do’.
The campaign follows Alpen’s recent investment in a more modern brand identity and a new recipe with more fruit. The £2m investment across TV, VOD and Social Media will deliver news of Alpen’s refresh to screens nationwide.
The campaign introduces Alpen’s new cereal mascot, Ralph, and includes both 30s and 10s ad spots across primetime television and major social networks.
Louise Vickers, Head of Brand at Alpen, said: “We’re incredibly excited to be back on air, as the number one brand in the category, this is exactly where we need to be. We knew that our creative had to cut through to resonate with our target audience and we believe we’ve achieved that with Ralph.
“There is such a significant opportunity for growth in the Muesli category, and as the biggest Muesli brand, we are committed to turning the segment around. This investment is a major step forward for us in reconnecting with Cereal lovers across the nation who are looking for a breakfast that is nutritious but still delicious.
“Armed with new branding, new packaging and our most delicious recipe yet, we want to show shoppers that choosing a healthier, more complete breakfast option is far from boring!”
