Nature Valley is the UK’s number one cereal bar brand. Their brand mission is simple; to get their audience more active and outdoors in nature.
When the pandemic struck, ‘on the go’ snacking, an essential part of their sales, was at risk. With travel localised, Nature Valley needed to reframe their strategy and build awareness in a rapidly shifting market.
Our idea was simple – #VisitNature – the world’s first tourism campaign for nature, in partnership with TripAdvisor.
As the target audience’s travel options were restricted across the UK lockdowns, we helped them rediscover their love of the nature on their doorstep.
The first FMCG brand to partner with TripAdvisor across the EMEA region the partnership gave us the reach we needed, with the agility to target different audience groups via their media inventory to leverage behaviour and search data trends to recommend the right trips.
Across Nature Valley channels we complimented the UGC feel of TripAdvisor and generated consumer content through a UGC competition across Instagram and Facebook.
A combined social reach of just under 44m (versus target of 33m), we gained a sales increase of 12.1% – bringing over 200k new shoppers and increasing market share by 2.2% – we successfully reversed the pre-campaign decline.
Fuelled through the TripAdvisor partnership, Nature Valley embodied an entirely fresh tone of voice for the FMCG space and aligned their brand with an active, cultural and healthy tonic to remedy an anxious nation.
