Alpen Introduces 'Its The Grown Up Thing To Do'

The campaign, by Mother, also showcases a fluffy red brand mascot in a dressing gown and specs

By Creative Salon

03 March 2025

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.

Credits:

Brand: Alpen

Client: Louise Vickers, Head of Brand

Creative Agency: Mother

Creative: Mother

Strategy: Mother

Production Co: Mindseye

Director: Eros V

Exec Producers: Debbie Ninnis / Max Yeoman / Hughie Phillips
Producer: Tex Travi

Local Service Co: TwoPointO

Edit House: Stitch