Alpen has kicked off its ‘Brighter Mornings Challenge’ fronted by TV celebrity Amanda Holden in a push designed to position the brand as part of a nutritious breakfast for viewers.
The campaign, which tallies in at over £1m, has enlisted Amanda Holden to convey that Alpen muesli provides consumers with a strong start to their days.
Commenting on the campaign, Michael Cohen, head of brand at Alpen, 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.”
In-store activity across the four top retailers and on-package competitions will support the drive for eight weeks from today (Monday 13 April).