Nature Valley rolls on to screens

Cereal bar brand kicks off TV and social media campaign

Nature Valley makes an appearance on screens everywhere in its new campaign.
Nature Valley makes an appearance on screens everywhere in its new campaign.

GENERAL Mills cereal bar brand Nature Valley has appeared on screens across the country as part of its latest marketing campaign.

The firm said its new presence across television and social media will help to boost brand awareness by championing three of its products in particular, namely the Crunchy, Protein and Oaty & Crispy ranges.

Activity is set to run until 31 March, with TV spots across ITV, Channel 4, Sky and Good Morning Britain and further support across social media through influencer activations.

The Protein bar variants especially will be specifically geared towards gym goers by appearing on GymTV to help put the snack directly in front of the brand’s  target demographic.

Social media activity will see 26 influencers across Instagram and TikTok shout out about the brand, helping to bring Nature Valley to an estimated 1.7million consumers in doing so.

General Mills said that the influencers chosen to champion the brand will aim to reach ‘happily hectic families’ in a fun and relatable way.

JP Del Carmen, head of snacks at General Mills, said: “We’re delighted to be back on screens, with a high-impact campaign that launched in time for the school February half-term.

“The back-to-school period is a time when families need to be extra prepared with snacking solutions during the day.

“Our new campaign aims to make a bar of Nature Valley an essential part of these families’ routines, in whatever flavour they choose.”

BelVita covers the morning snacking

BelVita's Honey & Nut with Choc Chips variant.
BelVita’s Honey & Nut with Choc Chips breakfast biscuit variant.

STOCKING up on ‘morning’-based snacks will be an important part to help offer some variety throughout the day for consumers everywhere.

That’s the take from Mondelēz International, which reckons its BelVita brand will provide some key products for shoppers on-the-go looking for a quick and convenient breakfast fix with functional benefits.

Susan Nash, trade communications manager at Mondelēz International, said: “Having specific ‘morning’-based snacks such as BelVita breakfast biscuits as well as biscuits for elevenses and sweet snacks for that ‘afternoon’ treat will help ensure different consumption needs are met throughout the day.

“A focus on lifestyle, consumer profiling and location is also important to tap into more specific sectors such as the opportunity for protein bars and drinks.

“Shoppers often look for functional benefits from their on-the-go snacks, such as an ability to keep hunger at bay on long days between meals.

“BelVita biscuits are able to see consumers through their busy mornings with their trademark recipe.”