After a tough couple of years stuck indoors, Nature Valley’s mission to #GetOutMore has never been more relevant for UK families.
As the world opened up, Nature Valley – the UK’s number one cereal bar brand – wanted to celebrate what sets them apart from the rest. Specifically, their title sponsorship of Bear Grylls’ new family festival, Gone Wild. The idea behind the festival was to explore Nature Valley’s wider #GetOutMore initiative in a powerful way, bringing to life the true meaning behind a platform that encourages audiences to break routine and seek adventure.
To promote Nature Valley’s sponsorship of Gone Wild, we launched a 360 integrated campaign through a mix of social, digital and influencer communication. In tandem, the campaign was driven into homes by an on-pack promotion where customers could win tickets to the festival.
For the event itself, we worked with Nature Valley and the Bear Grylls Survival Academy (BGSA) to deliver a series of branded areas, product sampling and an extensive itinerary of outdoor challenges to safely take UK families out of their comfort zones and break routine.
To strengthen awareness and create authentic content that would inspire further ‘indoor’ audiences to seek outdoor adventure, we hosted an action-packed influencer event at the festival site to champion the #GetOutMore philosophy. Two Royal Marines Charity families and three influencer families were challenged with completing several tasks comprising of Grylls’ favourite survival skills. Content from the influencer event was then tailored for films across social/digital/influencer channels to raise awareness of the on-pack promotion, driving ticket sales and deepening the association of Nature Valley as a family outdoor adventure brand.
The call-to-action films urged customers to ‘Win Tickets with Nature Valley to the Ultimate Family Adventure’, pointing them to purchase a Nature Valley Crunchy multipack for the chance to win family tickets to Gone Wild. In addition, a host of outdoor-themed money-can’t buy experiences were also up for grabs to further inspire families to seize the outdoors as the world returned to normal.
The Gone Wild festival was devised by Grylls to reconnect families through the great outdoors. Delivering perfectly on the brand’s mission, the festival combined world-class headline acts from Kaiser Chiefs to Razorlight, to stand-up comedy, axe-throwing, mountaineering and more.
Alongside the client, we concepted the Nature Valley Camp. An innovative space within the festival, we worked with BGSA to develop a series of adventure challenges and experiences across the branded area – forging a strong link between product and festival whilst expressing what makes Nature Valley unique.
The festival itself exploded on social, with over 10,000 people attending and over 30,000 product samples handed out. In total, the campaign generated over £2 million in earned media at 91% reach.
Ultimately Nature Valley landed #GetOutMore in an entirely new and impactful way. Bringing to life their brand mission in every sense of the word, whilst deepening their engagement amongst UK families.
Earned media value