Alpen launches new Reach Your Peak marketing campaign


Alpen, the £60 million brand, has launched its new marketing campaign, ‘Reach Your Peak’ – inspired by Alpen’s mountain heritage. The £1 million campaign, will include specific retailer partnerships, a corresponding on-pack promotion across both the core Muesli and Bar portfolios, as well as digital activation support.

Asda is giving consumers the chance to win ‘Peak’ experiences with Alpen across its Muesli and Bars range. There will be 100 x £200 Buy A Gift Vouchers up for grabs through a random prize draw on the Asda website throughout June and July. The campaign will be brought to life both in-store and through digital activations.

The brand is also partnering with Tesco to give shoppers the chance to win a £10,000 holiday of their choice, plus more weekends away. Activated through Alpen’s Bars portfolio, it will run in-store through Tesco’s Text to Win mechanic throughout July and August and will also be brought to life in store and online.

Both retailer activations will be followed up by the masterbrand on pack promotion. Alpen will be hiding golden tickets in selected packs, allowing multiple consumers to win £1,000 each to reach their peak. The limited-edition promotional products will be available in the grocery, wholesale and convenience channels from August through to October.

Helena Blincow, marketing manager, Alpen, says: “It’s been a big year for Alpen with our Bars packaging refresh, NPD including the new Protein Bars, new Coconut & Chocolate flavour, and an optimised range of single bars, not forgetting our new Alpen Create product within our muesli portfolio. The brand is currently growing at +2% and we’re hoping to build on this growth and reach our peak too with the new summer campaign!

“By injecting some excitement and engaging consumers we’re aiming to increase visibility in-store and online, driving sales and wider category growth too. Retailers should make sure to stock up on the limited-edition packs and make use of the engaging POS available to showcase the Alpen range and bring the campaign to life in store.”