Major marketing campaign for Nature Valley targets ‘happily hectic’ lifestyles

Cereal bar brand Nature Valley is bounding onto screens this week 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 continue until 31 March and showcase the variety of the Nature Valley portfolio, including the brand’s delicious Crunchy, Protein and Oaty and Crispy ranges.

The new creative illustrates Nature Valley as the snack that equips "happily hectic families" for their daily antics, from swimming lessons to dog walking. The fast-paced, attention-grabbing 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.

“We’re delighted to be back on screens, with a high-impact campaign launching just in time for the upcoming February half-term," said JP Del Carmen, Head of Snacks at General Mills. "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.”

Retailers are encouraged to stock up as the campaign is set to drive demand across all three flavours of the snack bars.

Nature Valley Crunchy RRP – £2.50

Nature Valley Protein RRP – £3.00

Nature Valley Oaty and Crispy RRP - £2.50