Nature Valley partners Tripadvisor for new campaign

Cereal bar brand Nature Valley has announced a new campaign in partnership with Tripadvisor to encourage Brits to explore some of the stunning locations across the country.

The new £1.8 million #visitnature campaign will run from 14 September for six weeks.

Nature Valley-curated travel guides and bespoke trips will feature across the Tripadvisor site, the world’s largest travel platform. The content will be promoted with targeted media activity, including TV, social media and digital, directing people to the site and inspiring them to book their next adventure.

Helene Henderson, brand manager for Nature Valley, said: “With limited travel options in the coming months, we’re encouraging people across the country to fall in love with UK nature and enjoy the exact same escapism that a trip abroad can offer.

“This first-of-its-kind partnership for Nature Valley is an exciting evolution of our Get Out More campaign and further highlights our tasty range of Nature Valley snack bars as the ideal accompaniment for an outdoor adventure.”

Nature Valley is the first FMCG brand to partner with Tripadvisor in Europe. The new campaign is expected to reach 5.6million people within Nature Valley’s target audience.

The #visitnature initiative is part of a £10 million marketing investment by General Mills to support its three leading brands: Nature Valley, Fibre One and LÄRABAR.