BBH wins back £5 million Alpen after Weetabix holds pitch

Weetabix Food Company has returned the Alpen creative account to BBH after a competitive pitch for the £5 million business. Alpen last worked with BBH in 2017, when it called a review but didn’t appoint an agency.

One of BBH’s last campaigns for the brand was “It all started so well,” which mocked the idea that breakfast cereals can make your whole day perfect.

BBH won the Weetabix business (including Alpen) in 2011 has worked on the main Weetabix account for the last decade, creating some memorable work including “Big Day” and the “Have you had your Weetabix?” campaign.

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!”

Alpen claims to be the UK’s number one muesli brand, boosted by the Alpen Bar, which is among the top ten cereal bars in the country. A senior Weetabix executive discovered muesli on a family holiday to Switzerland, and brought it back to the UK in 1971.

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About Emma Hall

Emma Hall
Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.