Alpen has launched an on-pack competition that will see one lucky shopper bag a £25,000 garden makeover as part of a new partnership with BBC Gardener’s World.
The £300,000 campaign with the UK’s biggest gardening brand is expected to increase visibility of the muesli to 7.3 million adults among Alpen’s key demographic.
Promotional packs for Alpen’s 550g Original and No Added Sugar variants are available now. These also give shoppers the chance to sample a three-month subscription to Gardenersworld.com. The competition closes at midnight on 31 October.
The partnership is supported with adverts in BBC Good Food Magazine and Radio Times, and via BBC digital platforms. In addition, Alpen is sponsoring the magazine’s Garden of the Year contest for 2024.
Louise Vickers, Head of Marketing at Alpen, said: “We’re certain that the scale of the partnership will deliver exceptional brand awareness with a focus on Alpen’s target 45-plus age bracket.”
