As part of its ‘reach your peak’ marketing campaign and on-pack promotion, Alpen is hiding golden tickets in selected promotional packs across its product range.
The £1m campaign, which includes the on-pack activity across core Alpen bars and muesli, is designed to increase consumer awareness and drive sales this summer.
Throughout the campaign, consumers will be given the chance to win a range of prizes, with the promotion offering 20 consumers the opportunity to win £1,000 in cash.
The on-pack activity will be supported by POS toolkits for retailers, as well as a digital consumer campaign. The ‘reah your peak’ promotion will go live from mid-August and run until October.
Helena Blincow, marketing manager for Alpen, commented: “It’s been a big year for Alpen with our bars packaging refresh, npd including our new protein bars, new coconut & chocolate flavour, and an optimised range of single bars, not forgetting our new Alpen Create product within our muesli portfolio. The brand is currently growing at +2% and we’re hoping to build on this growth and reach our peak too with the new campaign.
“By injecting some excitement and engaging consumers we’re aiming to increase visibility in-store and online, driving sales and wider category growth too. Retailers should make sure to stock up on the limited edition packs and make use of the engaging POS available to showcase the Alpen range and bring the campaign to life in store.”
The limited edition promotional packs will be available across the convenience channel from next month.