Alpen hands creative account back to BBH London

Following a competitive pitch process, Alpen has appointed BBH as its creative partner.

Like Comment

The breakfast brand, owned by Weetabix Food Company, kicked off a pitch process in September on its search for a new creative agency in the UK. The £5m creative account has been handed to BBH London, who have been tasked with developing a new brand-led campaign which will launch in the spring of 2021.

Alpen launched way back in 1971 when a senior Weetabix executive discovered muesli on a family skiing holiday in Switzerland. He brought his new discovery back to the Burton Latimer HQ and work began on the first Alpen recipe. It was the UK’s first Swiss muesli and almost 50 years on, it remains the nation’s No. 1 muesli, with Alpen Bars a top ten brand within the cereal bar category.

BBH has worked with the Weetabix Food Company for almost a decade, winning the account in early 2011. Since then, the partnership has produced an array of adverts, including their award-winning ‘Big Day’ and ‘Have you had your Weetabix?’ campaigns. Weetabix Food Company first handed BBH the Alpen account without a pitch in April 2011. The relationship spanned almost 6 years before the brand called a review in 2017. 

Karen Martin, CEO at BBH London, said:

“We are delighted to be welcoming Alpen back to 60 Kingly Street and to be further strengthening our nearly 10-year partnership with the Weetabix Food Company. Alpen is a much-loved brand with a fantastic client team and together we aim to deliver the great work which it deserves.”

Francesca Theokli, Marketing Director at Weetabix Food Company, said:

“Alpen is a brand that is deserving of BBH’s creative ambition and we’re thrilled to be extending our relationship together as we enter the next stage of our creative journey. We can’t wait to get going!”


Bartle Bogle Hegarty is one of the world’s most famous creative advertising agencies. Founded in 1982 by John Bartle, Nigel Bogle and John Hegarty, the agency has produced campaigns for many of the world’s most illustrious brands. Today, BBH London is a set of complementary creative specialisms, working together to unlock the power of difference for our clients. BBH is part of Publicis Groupe and has offices in London, New York, Singapore, Shanghai, Mumbai, LA and Stockholm and employs 1000 staff worldwide.

No comments yet.