Muesli brand Alpen has launched a new marketing campaign that will seek “to reassert muesli as a nutritious breakfast choice”.
Fronted by Britain’s Got Talent judge Amanda Holden, the campaign includes new on-pack advertising that calls upon shoppers to “join Amanda on our Brighter Mornings challenge”. On pack for around eight weeks with supporting in-store promotions from this month, the campaign will challenge consumers to start their day with a bowl of Alpen to see if, after seven days, they fell more naturally upbeat and brighter about the day ahead.
It forms part of a wider £1m marketing spend, which also covers point-of-sale advertising, in-store activity and a prize competition that offers consumers the chance to win a luxury break or early-morning shopping spree. The Weetabix Food Company, which operates the brand, hopes that the effort will “build on the brand’s strong health associations” to develop a new audience for the breakfast product.
Alpen head of brand Michael Cohen said: “We’re delighted to be launching this exciting new Brighter Mornings campaign in partnership with Amanda Holden – a perfect choice of ambassador for us. Through her current presenting role on ITV1’s This Morning, Amanda really understands the importance of having a bright start every day – plus she has loved her Alpen muesli for years! We really hope that our Brighter Mornings challenge will encourage lots more people to discover the ideal nutritious breakfast that a bowl of Alpen muesli makes.”
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