Return of Nature Valley Festival partnership encouraged families to #GetOutMore
To provide inspiration for summer holidays, General Mills owned Nature Valley encouraged families to #GetOutMore this summer, reminding us to spend more time together enjoying the great outdoors.
In the second year of its title partnership of the Gone Wild Festival with Bear Grylls, August Bank Holiday Weekend saw the culmination of Nature Valley’s integrated marketing campaign in collaboration with creative agency Space.
Central to the campaign was an on-pack promotion offering consumers the chance to win one of three VIP family weekend tickets and an Epic Entrance experience, as well as one of 10 family weekend tickets to the ultimate adventure festival. Over the weekend, 11 lucky competition winners enjoyed a unique VIP experience of the festival courtesy of Nature Valley, including an adrenaline fuelled rib tour of the south coast, quad bike riding through the festival’s Powderham Castle grounds, survival experiences led by the Bear Grylls Survival Academy, and an exclusive moment on the main stage.
For other festival goers, the partnership saw the return of the Camp Nature Valley brand experience – a bespoke activity zone led by the Bear Grylls Survival Academy. Designed to bring the #GetOutMore brand philosophy to life, Camp Nature Valley hosted over 4,000 people throughout the weekend for practical activities including expert-led survival taster sessions and a two-hour experience named Survival Island.
Underpinning the brand experience and Epic Entrance, sampling throughout the festival targeted people with specific flavour variants for their activity zones. With dedicated sampling for different products, such as the protein bars being distributed at the main activity areas, over 30,000 bars were handed out over the weekend.
“This year we wanted to elevate our partnership with the Gone Wild Festival to ensure we gave our consumers the best possible (and memorable!) brand experience on site. With sampling throughout the festival grounds, a wide range of interactive activities at Camp Nature Valley, and an Epic Entrance on the cards for three lucky families – we know this will have been a festival to remember for everyone who got to experience Nature Valley one way or another.”General Mills, Spokesperson
“Gone Wild with Bear Grylls is all about inspiring families to spend time together in the outdoors, and the show delivered on every aspect of this. With our team on site and a small army of BGSA crew, we delivered an experience to remember for families across the country – including Bear Grylls himself!”Dawn Cardy, Business Director - Brand Experience at Space
As well as the wide range of exhilarating outdoor experiences including obstacle courses and circus shows, the festival hosted a musical line-up including The Script, Sophie Ellis Bextor, The Darkness, Ella Eyre, and Ministry Of Sound Orchestra.
