Alpen has returned to screens with a revival of its ‘Alpen: It’s the Grown‑Up Thing to Do’ campaign, backed by a £1.5m investment across TV, BVOD and social media, and projected to reach up to 32 million UK consumers.
Following last year’s premium pack refresh and an improved recipe with 30% more fruit, the brand is doubling down in 2026 on its 100% natural ingredients message.
At the centre is Ralph, Alpen’s mascot. The new spot streamlines his story: once a cereal mascot for other brands, he’s “grown up”, settled in the Alps and starts his day with Alpen – a simple, grown‑up breakfast that balances taste and nutrition.
To take the idea beyond the screen, Alpen will run a large‑scale sampling drive reaching up to 100,000 commuters, with Ralph front and centre. The brand is also exploring out‑of‑home creative featuring Ralph to keep the message visible on daily journeys.
The 30‑, 10‑ and six‑second executions will run across TV, video on demand and social, reinforced in store through shopper activations, feature and display activity across all major supermarkets and convenience stores.
