| Title | Up & Alpen |
| Agency | BBH |
| Campaign | Up & Alpen |
| Advertiser | Weetabix |
| Brand | Alpen |
| Date of First Broadcast/Publication | 2021 / 6 |
| Business Sector | Breakfast Cereals |
| Philosophy | 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. |
| Media Type | Television |
| Length | |
| Market | France |
| Post Production | Envy Post |
| Sound | Grand Central Recording Studios |
| Head of Brand | Helena Blincow |
| Creative Team | Luke Till |
| Creative Team | Lawrence Bushell |
| Creative Director | Felipe Guimaraes |
| Chief Creative Officer | Stephen de Wolf |
| Strategist | Robert Meiklejohn |
| Business Leader | James Rice |
| Agency Producer | Zaf choudhury |
| Director | Martín Jalfen |
| Executive Producer | Kate Elson |
| Producer | Dominic Wilcox |
| Director of Photography (DOP) | Pau Castejón Úbeda |
| Post Production | Mathematic |
| Editor | Lucas Nolla |
| Sound | Munzie Thind |
| VFX Producer | Guillaume Audibet |
| Line Producer | Caroline Lasselin |
| CGI Supervisor | Jimmy Laplaige |
| VFX On Set | Denis Reva |
| Flame Artist | Hugo Aymerich |
| Media Agency | Vizeum |
| Production Company | Birth Productions |
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