Muesli brand Alpen has launched an on-pack competition that offers the winner a £25,000 garden makeover as part of a new partnership with BBC Gardener’s World. The £300,000 campaign with the UK’s biggest gardening brand is expected to unlock increased visibility of the muesli to 7.3 million adults among Alpen’s key demographic.
Promotional packaging for Alpen’s 550g Original and No Added Sugar variants will start appearing in stores this month, until the competition’s closure at midnight on 31 October 2024. The packs will also offer customers the chance to sample a three-month subscription to horticultural website Gardenersworld.com.
The partnership will be supported by further print advertising in titles like BBC Good Food Magazine and Radio Times, as well as amplification of the partnership and competition through BBC digital platforms. In addition, Alpen will be sponsoring the magazine’s Garden of the Year contest for 2024.
Louise Vickers, Head of Marketing at Alpen, commented: “Alpen has nature to thank for its wholesome and nutritious, yet incredibly tasty, muesli. Our cereal is made with 100% natural ingredients to produce a delicious combination of wholesome oats and wheat with sweet fruit and crunchy nuts.
“Through this exciting partnership between Alpen and BBC Gardener’s World Magazine, we’re reaffirming our commitment to using 100% natural ingredients by associating with a brand that champions the natural world and an audience that’s equally engaged with nature. What’s more, we’re certain that the scale of the partnership will deliver exceptional brand awareness with a focus on Alpen’s target 45-plus age bracket.”
