Alpen launches 'Brighter Mornings' campaign
Monday April 20, 2015 at 12:51pm
Muesli brand Alpen has launched a promotion to back its ‘Brighter Mornings Challenge’, a massive integrated marketing campaign that aims to reassert muesli as a nutritious breakfast choice for everyone. With a marketing spend of over £1m, the ‘Brighter Mornings’ campaign, fronted by TV celebrity Amanda Holden, kicks off in April and will look to build on the brand’s strong health associations. To drive trial amongst consumers, the campaign will be supported with in-store activity across the top four retailers. As well as a full POS package to help draw shoppers’ attention to the Brighter Mornings campaign, an on pack promotion will look to engage consumers once a purchase has been made. Promotional activity has been created by one-year old Manchester-based agency Zeal, which numbers Asda, Castrol, Vileda, Johnson & Johnson and Alpen's owner Weetabix among its clients. Shoppers are being asked to eat Alpen for a week, then go online to the campaign website, www.alpenmornings.co.uk, complete a form saying how the product made them feel, answer a qualifying question and provide contact details. One entrant will be randomly chosen each week to receive an ultimate 'Brighter Morning' prize each week for eight weeks. The prize package is an overnight stay for two adults at a four star hotel in London, Birmingham, Manchester, Edinburgh or Dublin, an early morning luxury breakfast and £500 in shopping vouchers. Alpen will also contribute £250 to travel costs. Commenting on the campaign, Michael Cohen, Head of Brand at Alpen, says: "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.” The Weetabix-owned brand had over £30m in retail sales in 2014.