Posted: Friday, January 20, 2012 3:28 pm

Alpen Porridge is to launch its first ever national TV advertising campaign on 23rd January 2012.  With a humorous take on the slew of slow-motion food shots seen in TV advertising recently, the advert aims to position Alpen Porridge as a super-quick way to a deliciously hot and creamy porridge.  

The advert will emphasise the inclusion of real raisins, nuts and fruit pieces in Alpen and rolled oats. Created by advertising agency BBH, the advert starts with slow moving shots of fresh and nutritious ingredients, such as falling blueberries and scoops of real nuts. The tone and voice-over changes as the film speeds up significantly to show a young man cutting open a sachet of Alpen porridge, splashing milk into a bowl, then putting the mixture into the microwave until it pings.  

The advert ends on a shot of the young man eating a spoonful of steaming Alpen porridge, with the Alpen brand’s snow-capped mountain range in the background and strapline, “New Alpen Porridge.  Breakfast at its peak.” The new advert will run in 20 second clips for 4 weeks and £1.2m has been put behind the campaign to support the launch. 

Senior Brand Manager Hannah Blackburn, said: “So many other porridges are fairly plain or just use flavourings which means there hasn’t been all that much difference in taste.  Alpen porridge really delivers on a uniquely creamy and textural taste experience and we wanted to find a way of conveying that to porridge eaters.  

"That’s why we went down the humorous route – we know that we don’t need to preach to our consumers, so we found a way to convey all the taste and convenience benefits of Alpen porridge – the creaminess, the texture, the inclusions and the convenience of a mere 2 minutes in the microwave to get it ready.”  

Alpen Porridge launched in October 2011, and comes in three varieties: Fruit & Nut, Raspberry, Apple & Raisin and Blueberry, Cranberry & Nuts.