Nature Valley, the wholesome, satisfying snack bar from General Mills, has embarked on another burst of national TV advertising. 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 broke on 19 May and 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.”
From May, and in addition to the TV, Nature Valley is 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 is being supported by consumer press advertising in high circulation media such as national newspaper supplements and lifestyle magazines as well as major retailers’ in-store magazines. The ads 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 among 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.
* Source: IRI Grocery Multiples & Impulse Outlets, Healthier Snack Bars – Value Sales 52 w/e 22 Mar 08
** Source: 22 August 2005 – 19 August 2007 – Dunnhumby 2007
General Mills UK Ltd
Tel: 01895 201100