Nature Valley inspires UK to #visitnature with Tripadvisor


Creative agency Space has developed a campaign for Nature Valley that sees the UK’s #2 cereal bar brand[1] teaming up with Tripadvisor, the world’s largest travel platform, to encourage Brits to explore some of the UK’s most beautiful nature spots, in a new £1.8 million #visitnature campaign.


The promotion, which will see Nature Valley become the first ever FMCG brand to partner with Tripadvisor in Europe, will run from 14th September for six weeks.


Nature Valley-curated travel guides and bespoke trips, all designed to boost UK tourism by showcasing the stunning locations our country has to offer, will feature across the Tripadvisor site.


The content will be promoted via a raft of media activity, created by Space, which includes social media (Facebook, Instagram and Pinterest) and digital advertising, directing people to Nature Valley and Tripadvisor bespoke guides, inspiring them to book their next adventure. The campaign is also supported by TV.


The campaign takes its cues from the tourism industry’s advertising language and imagery, and inspires consumers to explore the nature on their doorsteps, supporting the brand’s global mission to encourage everyone to simply ‘get out more’. Nature-inspired scenes and Imagery featured in the campaign creative is sourced from Tripadvisor reviews of the locations, and activities featured in three Nature Valley-themed guides.


#visitnature also includes a competition, running across Facebook and Instagram, that encourages consumers to upload a photograph they have taken while outdoors, enjoying nature, tagging #visitnature and @naturevalley.  The winners will bag an ultimate trip to nature for four people, including Tripadvisor-recommended activities, and will see their images included as part of the campaign.


Helene Henderson, Brand Manager, Nature Valley, said: “With limited travel options in the coming months, we’re encouraging people across the country to fall in love with UK nature and enjoy the exact same escapism that a trip abroad can offer.


“Space has delivered a first-of-its-kind partnership for Nature Valley, and an exciting evolution of our Get Out More campaign which further highlights our tasty range of Nature Valley snack bars as the ideal accompaniment for an outdoor adventure.”


Sean Kelly, Associate Director, Space, said: “The lockdown restrictions in the UK have seen so many people begin to appreciate the joys of discovering the local beauty spots and attractions on their doorstep, and we want to encourage them to do this more. Tripadvisor was the perfect partner to join with Nature Valley’s mission to get everybody out more, providing guides and suggestions based on real reviews and experiences supporting our unique tourism theme.”


The #visitnature initiative is part of a whopping £10 million marketing investment by Nature Valley-owner General Mills, the #1 manufacturer in Better For You Snacks[2], to support its three leading brands: Nature Valley, Fibre One and LÄRABAR.


The new campaign is expected to reach 5.6million people within Nature Valley’s target audience. Retailers are encouraged to stock up on the brand’s wide range of snack bars to meet increased demand.


[1] Nielsen last 52 Weeks | Currency: USD | Market: Total Coverage including Discounters

[2] Nielsen total coverage Latest 4 weeks