Alpen celebrates 50th birthday with brand relaunch

Alpen, the UK’s number one muesli1, is celebrating its 50th birthday this June with a major brand relaunch. The £2million investment includes new TV creative, pack design and website as part of its biggest campaign in recent years – ‘Up & Alpen’.

Returning to TV for the first time in over four years, the charming new ad perfectly showcases the ‘Up & Alpen’ proposition thanks to the help of an energetic alpine ram. The spot, created by BBH London and directed by Birth’s Martin Jalfen, uses humour to outline how Alpen can give everyone the endurance to climb their own personal mountains. It is the first work since Alpen appointed BBH as its creative partner following a competitive pitch process in November.

Alongside the TVC, a social media campaign will run across the brand’s Instagram and Facebook pages, encouraging the UK public to ‘get up, get out there and get to it’ with Alpen. In addition, a refreshed consumer-facing website showcases Alpen’s Swiss roots and contains inspirational recipe ideas.

The £50 million2 brand, which can already be found in a fifth of UK households3, has also unveiled refreshed packaging celebrating its rich heritage. Rolling out from mid-May,* the pack will feature an eye-catching alpine design, delicious product shots and call out its natural health credentials.

Helena Blincow, Head of Brand, Alpen says:

“Here at Alpen, we’ve brought uplifting mornings to adventurous breakfast-loving Brits for 50 years with our delicious portfolio. We have a 31% share of the muesli category and have grown by +4% year on year – that’s why we’re the UK’s original and number one branded muesli!”

“In the last year, 5.6 million UK households have purchased Alpen muesli or bars4, and we’re now worth over £50 million annually. As we reach such a big milestone, there couldn’t be a better time to revitalize the brand and accelerate its popularity even further with a substantial investment.

“Our bold new design and ‘Up & Alpen’ campaign will launch just ahead of traditionally busy summer months for the category, raising awareness of the portfolio and bringing more new and existing customers to the aisle.”

Felipe Guimaraes, Creative Director at BBH, says:

“Expect the unexpected when it comes to the latest Alpen ad. A simple and off the wall idea that demonstrates the energy you harness when having Alpen for breakfast. It’s an ad rammed with comedy.”

Weetabix Food Company makes Weetabix, the UK’s number one selling5, most trusted and most recommended cereals. It is home to some of Britain’s most famous and iconic brands including Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready Brek, Weetos and the popular Alpen bars.

The organisation is owned by Post Holdings Inc., a consumer-packaged goods holding company. Weetabix Food Company has been proudly fuelling families around the world for the past 85 years with nutritious cereals and snacks produced in Burton Latimer, Corby and Ashton. The company which has its global headquarters in Northamptonshire, operates across North America, South Africa, Kenya, Germany and Spain and exports to more than 90 countries around the world.

Creative Credits:

Alpen Client: Helena Blincow, Head of Brand
BBH Creative Team: Luke Till & Lawrence Bushell
BBH Creative Director: Felipe Guimaraes
BBH Chief Creative Officer: Stephen de Wolf
BBH Strategist: Robert Meiklejohn
BBH Business Lead: James Rice
BBH Producer: Zaf Choudhury
Production Company: Birth
Director: Martin Jalfen
Executive Producer: Kate Elson
Producer: Dom Wilcox
DoP: Pau Castejón Úbeda
Post Production: Mathematic and Envy
Editor/Editing House: Lucas Nolla
Sound: Munzie Thind @ Grand Central Recording Studios
VFX producer : Guillaume Audibet
Line Producer : Caroline Lasselin
CGI Supervisor : Jimmy Laplaige
VFX on set : Denis Reva
Flame Artist : Hugo Aymerich
Media agency: Vizeum