Immediate Media partners with Alpen

Immediate and cereal brand Alpen have announced a new multi-platform partnership designed to reconnect consumers with Alpen's core values: delicious taste, the best natural ingredients, and health benefits.

The centerpiece of the campaign is a media first bespoke competition offering one winner a dream garden makeover worth £25,000 from the BBC Gardeners’ World Magazine team. The strategic partnership supports Alpen’s objective of maintaining and growing market share within a competitive healthy cereal landscape, with Alpen integrated into brands in gardening and food, BBC Gardeners’ World and Good Food.

Immediate says its brands, including BBC Gardeners’ World, Good Food and Radio Times have a combined reach of 7.3 million ABC1 adults aged 45+, with a passionate audience known for their interest in natural foods and healthy living.

The partnership aims to unlock editorial engagement, with a dedicated designer crafting the winning garden and BBC Gardeners’ World Magazine promoting the competition throughout the year across various platforms with activations in print, online and on its podcast.

Immediate Media says the partnership provides Alpen with an opportunity to re-engage with customers and introduce the brand to a new generation of health-conscious consumers.

Immediate added that it has created a custom built segment to deliver the campaign through its cookieless data platform imaudiences. Meanwhile Immediate’s content studio, Imagine, has overseen the creative development and execution of the campaign. The media agency who developed the partnership was Mindshare UK.

According to Immediate, campaign activations include:

• BBC Gardeners’ World ‘Dream Garden Makeover’ Competition: Including a bespoke section on the popular ‘Win’ page on the Gardenersworld.com website, hosted for the whole year and promoted through Gardeners’ World, including print and digital advertorials, newsletter communications, organic and paid social and targeted display activity. It will also be featured in Good Food and Radio Times.
• Sole sponsoring of the Garden of the Year Competition, with a 10 month campaign including editorial coverage, bespoke landing page on GW.com, social media and newsletter coverage.
• On-pack promotion: Alpen products will feature the BBC Gardeners’ World Magazine logo and competition details.
• Print and digital advertising: Bespoke advertorials will run across BBC Gardeners’ World, Good Food, and Radio Times.

Louise Vickers, head of marketing Weetabix Food Company said: “We are thrilled to partner with Immediate Media to reconnect with our core audience and showcase the natural goodness of Alpen cereals. This partnership offers a unique opportunity to leverage the trust and expertise of Immediate Media’s brands to inspire consumers and reignite their love for Alpen.”

James Adams, senior partnerships manager at Immediate said: "We are delighted to welcome Alpen as a partner in this media first campaign. Our loved and trusted brands like BBC Gardeners’ World & Good Food are the perfect fit for Alpen. This innovative partnership, centered on the Dream Garden Makeover competition, will reconnect natural food lovers with Alpen and remind them of the brand's core values. We look forward to working together on a truly integrated campaign celebrating the joy of healthy living and nature's bounty."