Nature Valley is on a mission to encourage people to head outdoors and is investing £1.5m in a new ‘get out more’ campaign.
The snack brand will be back on TV screens for four-weeks with a 30-second creative that aims to highlight how the Nature Valley range can eaten on an outdoor adventure.
Going live on 14 October, the TV ad will be supported with a raft of media and promotional activity including video on demand, radio and Spotify advertising, plus social content and in-store marketing.
Kat Jones, marketing manager for Nature Valley at General Mills, said: “Nature Valley has gone from strength to strength this year, outperforming the overall category’s growth and reaching a £57million brand value (Nielsen Total Coverage, 52 w/e 25 May 2019). Now it’s time to up the ante even further, and broaden our appeal by encouraging people to step away from the screen, go outside and connect with nature.
“Not everyone can climb a mountain or trek through a forest, but even a little bit of nature does a world of good. Having adventures, and taking Nature Valley with you, is what ’Get Out More’ is all about. After all, we didn’t pioneer the cereal bar so people could snack on the sofa!”
The new campaign is expected to reach more than 12 million people. Retailers are encouraged to stock up on Nature Valley’s portfolio of snack bars to meet increased demand.