21 May 2008


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Nature Valley snack bars back on TV

General Mills

Nature Valley

snacks

Source : General Mills
Nature Valley, the wholesome, satisfying snack bar from General Mills, is embarking on another burst of national TV advertising in May.

Nature Valley bars

The campaign forms part of the £4 million marketing support package for the brand by General Mills.

Other marketing support activity which comes to fruition soon includes press, experiential sampling and an online advertising campaign.

The TV campaign, which broke this week, will run until the middle of June.

The campaign will be shown on terrestrial and satellite TV channels and sees the return of the ‘Where’s Your Nature Valley?’ execution which features a young woman looking out over a glorious green and mountainous landscape whilst eating a Nature Valley Crunchy Granola Bar.

Andy Foweather, Sales Director of General Mills UK, says: “The ad will appeal to a broad range of consumers, particularly with the warmer summer months arriving and people spending much more time in the great outdoors.

“The airing has been timed to coincide with a key trading period for Nature Valley. The ad is designed to generate more sales by raising consumer awareness, and stimulating trial – so we’re advising retailers to stock up ahead of anticipated demand.”

In May, and in addition to the TV, Nature Valley will be running its first internet advertising campaign on key target audience websites such as the Lonely Planet, Amazon, The Guardian and National Geographic.

Whilst on the Nature Valley website itself, visitors will have the opportunity to win a three-day guided walking holiday in the UK for two. They will also be able to download free maps for fabulous walks throughout the UK.

The TV campaign will be supported by consumer press advertising in May issues. The campaign will run in high circulation media such as national newspaper supplements and lifestyle magazines as well as major retailers’ in-store magazines and will ask the question: ‘Where’s Your Nature Valley?’

Nature Valley will be ‘Bringing the Great Outdoors to the City’ throughout June and will sample some 100,000 consumers. A group of Nature Valley cyclists will be visiting London and Manchester passing through popular locations including Hyde Park, Covent Garden and Canary Wharf. The riders will be towing ‘Where’s Your Nature Valley?’ billboards and handing out Nature Valley bars, a booklet featuring brand ambassador Ben Fogle's top ten walks and a money off coupon to drive trial amongst new consumers.

Rolled out nationally less than two years ago, Nature Valley is now generating annual sales of £7.2 million and is one of the largest contributors to category growth. Repeat purchase rates are running at over 42% making it a must-stock brand in 2008.

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