For a short time, Alnatura customers were able to submit their favorite combination of ingredients on the Alnatura website for an Alnatura fan campaign. There were 23,000 entries in total, from which you could choose from 60 different ingredients online. A jury selected the ten best recipes from all of them – the favorite was then voted for. The winner was the “Zimtliebe” fan edition, an organic muesli made from rolled oats, dried fruit, crunchy roasted almonds, chocolate and Ceylon cinnamon.
The packaging with its unusual design, supplemented with specially designed elements for the fan campaign, cleverly communicates the product as a “joint campaign” between Alnatura and its customers.