Nature Valley returns to screens with new campaign

Nature Valley will be appearing on screens with a television and influencer campaign designed to boost brand awareness of its tasty snacks among busy family shoppers.

The TVC and influencer activity will run until 31 March and showcase the variety of the Nature Valley portfolio, including the brand’s Crunchy, Protein and Oaty & Crispy ranges.

This marks the first time the brand has been on screens since 2021 with brand new creative that illustrates Nature Valley as the snack that equips ‘happily hectic families’ for their daily antics, from swimming lessons to dog walking. The adverts will land across ITV, Channel 4, Sky and Good Morning Britain, and during series enjoyed by Nature Valley’s target demographic, such as Coronation Street and Dancing On Ice.

The Protein bars specifically will appear on GymTV, which puts the snacks in front of gym-goers at popular facilities such as Nuffield Health and Pure Gym. The adverts are combined with Nature Valley influencer activity from 26 influencers across Instagram and TikTok, which offers an estimated combined reach of 1.7 million. The influencers chosen will reach ‘happily hectic families’ in a fun and relatable way, showcasing Nature Valley as a cupboard essential for whenever they need to get up and go.

Head of snacks at General Mills JP Del Carmen said, “We’re delighted to be back on screens, with a high-impact campaign launching just in time for the upcoming February half-term. The back-to-school period is a time when families need to be extra prepared with snacking solutions during the day. Our new campaign aims to make a bar of Nature Valley an essential part of these families’ routines, in whatever flavour they choose.”