General Mills brand Nature Valley has kicked off a campaign that is aimed at inspiring people to spend more time in nature.
The brand has created a so-called ‘nature commute’ with immersive engagements in cities around the country such as bike shelters covered with plants and motion sensing fans that give guests a breeze.
“Nature Valley believes the best energy comes from nature and wants consumers everywhere to take advantage – whether a small escape or a big excursion,” said Jenna McGrath, Sr. Brand Manager at Nature Valley. “Nature Valley knows the importance of getting outdoors. That is why the brand is bringing the energetic experiences that nature provides directly to consumers.
Wherever you are, the brand invites you to take that much needed break – whether a small escape to a local park, a big excursion, or a quick Nature Valley immersive experience – to soak in nature’s bounty. The sound of the waterfall, the warmth of the sun, the rush of wind, the expanse of the sky.”
The campaign is inspired by a staggering piece of data –the average American only spends 10% of their entire life outdoors, despite the fact that being outside has proven to promote people’s wellbeing.
“A big focus of the “Take In The Outdoors” experience was creating the first ever ‘nature commute’ – bringing a little relief to the most stressful time of day, in the most burned-out US cities (i.e., LA, Chicago and New York),” said McGrath. “Even in small doses, exposure to nature can make big differences, especially in bustling cities where access might be a bit more challenging and life more hectic. From a bike shelter covered with living plants and tree imagery to simulate the trail, to a bus shelter with motion sensing fans to take in the breeze, these immersive experiences provide a break from the day’s hustle.”
Nature Valley partnered with their media agency Mindshare on the activation.The cross-channel campaign is centered around the microsite TakeInTheOutdoors.com where visitors can identify their nearest nature experiences by entering their zip code, as well as access a library of audio nature experiences. Pandora is running a custom long-form mid-roll audio and a ‘first to market’ Sponsored Listening unit. Nature Valley offers listeners unexpected opportunities to experience the outdoors and reward those who take a break with an hour of uninterrupted listening.The effort also includes TV, podcasts, digital video, social media and radio.
“As creator of the granola bar category that combined ingredients from nature and made them portable, Nature Valley was made to inspire families to get outdoors and enjoy the benefits of spending time in nature”, McGrath said.
