Space Wins Back-to-Back International Awards with Long-Term Client Nature Valley

Creative agency Space continues to receive worldwide recognition for its work by winning THREE international awards for its Nature Valley #VisitNature campaign for General Mills. 

MAA GOLD GLOBES | Best Brand Building and/or Awareness 

European Sponsorship Association (ESA) | Media Sponsorship  
European Sponsorship Association (ESA | Best Use of Digital Channels 

Nature Valley, the UK’s leading cereal bar brand, won GOLD for Best Brand Building and/or Awareness at the MAA Globes for their work on #VisitNature. Qualifying for the prestigious international body via the campaign’s success at the 2021 Independent Agency Awards, Space was one of only two UK agencies to win a GOLD Globe at the ceremony held in Sydney, Australia. The 22-strong category event featured the world’s leading independent creative agencies. 

This success was backed up by a double win at the European Sponsorship Association, with #VisitNature winning both Media Sponsorship and Best Use of Digital Channels 

A not-for-profit membership association whose mission is to inspire, unite and grow a welcoming and diverse sponsorship industry – ESA is a world-class standard for sponsorship activations across the EMEA space – spreading across all medias and key sectors including sports, FMCG and luxury. Amongst an extremely international standard of brand campaigns, Space was part of an exclusive group to walk away with two awards on the night. 



The Campaign 

In the backdrop of COVID-induced travel restrictions, #VisitNature – executed within the wider brand proposition ‘Get Out More’ – was the world’s first tourism campaign, exclusively created for UK nature.  

To tackle audience anxiety and falling marketing share of ‘on the go’ snack bars, Nature Valley became the first European FMCG brand to partner with global travel and tech platform TripAdvisor.  

Leveraging TripAdvisor’s inventory using behaviour search data, recommended trips, and customer travel preferences, Nature Valley tailored their approach depending on specific location and demographic. By leaning on the language and footprint normally reserved for international travel agencies, #VisitNature grew into a powerful multi-channel awareness piece for UK Nature – inspiring a nation to seize the adventure on their doorstep.  

Alongside an influx of UGC from a social-led competition, TripAdvisor supported the activity with online video and digital assets, with Nature Valley creating three product variants against key audience types: 

  • family/city escapes (crunchy)  
  • urban adventures (protein)  
  • urban hideaways (sweet ‘n’ salty nut)  

Benchmarks were smashed as Nature Valley achieved a dramatic uplift in all three KPIs – sales, market share and reach. Millions of families re-experienced UK nature, thanks to Nature Valley. 

  • 43.8m social reach  
  • +12.1% sales value 
  • 236K new buyers +2.2% market share points 
  • #1 First FMCG brand to partner with TripAdvisor 

Sean Kelly, Associate Director at Space

At a time when people were forced indoors or to the confines of their local areas, Nature Valley inspired the nation to re-think adventure, and embrace what could be found on their doorsteps. Adding to the outstanding ROI of this campaign, such prestigious awards recognition represents an incredible validation of Nature Valley’s ‘Get Out More’ philosophy.

To win three international awards in such quick succession is outstanding. Being one of only two UK agencies to win a Gold Globe at the MAAs for Best Brand Building / Awareness, then backing it up with winning both Media Sponsorship and Best Use of Digital Channels (UGC) at the European Sponsorship Association, illustrates the full-circle effectiveness of this campaign. We’ve proven once again that we can match our creative output with the world’s best. Congratulations to everyone involved – long may our successes continue!

Share this on