Alpen Helps Retired Cereal Mascot Ralph Make Grown Up Breakfast Choices

At a certain time in our life we start to take a more considered approach to what we eat and how we live - but, deep down, we still want to enjoy ourselves just as much.

That’s why Alpen is highlighting the joy in making a more adult breakfast choice with ‘Alpen, it’s the grown up thing to do,’ launched with a 30” film created by Mother.

Supporting Alpen’s new packaging design and improved recipe, the film follows now-retired cereal mascot Ralph as he reminisces on his past mascot endeavours, unveiling how his current joys are as simple as indulging in a ‘nice bowl of muesli.’ 

The campaign aims to breathe life into the Muesli, positioning Alpen as a smart, grown-up breakfast choice that depicts the joy in maturing tastes. The creative combines feelings of nostalgia and warmth through a humourous lens. 

Louise Vickers, head of brand at Alpen, said, “As the UK’s number one Muesli brand, we’re rekindling the enjoyment of breakfast for grown-ups nationally through a significant new direction for Alpen that will be a welcome boost to the cereals category. 

Mother has successfully depicted Alpen’s delightfully grown-up nature through a fun film that we hope will revitalise the brand, positioning muesli as a smart choice for breakfast.”

Matt Sadler, strategy director at Mother, commented, “Alpen has always been viewed as an adult choice, but this doesn’t mean it’s a choice that comes at the cost of joy. We wanted to ensure the campaign maintained a nostalgic and playful attitude whilst positioning muesli as a delicious marker of maturity that breakfast eaters will love getting their teeth into.”

The film will go live across primetime television, followed by social platforms.