At this year’s Nitto ATP Finals, running from 11^th-18^th November, creative agency Space is launching an integrated social and experiential campaign promoting Nature Valley’s recently introduced ‘Nut Butter Cups’ and ‘Nut Butter Cocoa Hazelnut Biscuits.’

The activation is set to bring the spirit of the great outdoors into one of the world’s biggest indoor arenas. Visitors to the Fan Zone activation will be able to sample the new Nature Valley products whilst surrounded by rows of living trees.

Coupons will also be given out to be redeemed against any Nut Butter product to encourage further trial and can be redeemed at all grocery retailers.

The campaign also features a number of engaging social posts, designed to raise awareness of the new products and highlight the natural ingredients. Developed for Instagram and Facebook, the creative executions showcase the delicious ingredients in a truly interactive way, showing cocoa and hazelnuts bursting through the viewers’ screens.

The activation at the Nitto ATP Finals is the ‘wrap up’ of Nature Valley’s tennis activity for 2018. It comes on the back of a successful summer campaign which saw the brand work with UK women’s number 1, Johanna Konta, to proactively encourage more people to play tennis. This summer Nature Valley was involved in the LTA’s Great British Tennis Weekend and is proud to have contributed to the success of the programme with around 11,000 attendees across the 450 events.

Kat Jones, Head of Marketing Ice Cream & Snacking at General Mills, says “This year, Nature Valley has been all about encouraging people to get out there and play tennis, so leveraging our sponsorship of the ATP World Tour Finals makes perfect sense. The Nut Butter Cups and Nut Butter Cocoa Hazelnut Biscuits are created using wholly natural ingredients, and we needed a campaign that would communicate their natural credentials and the brand’s broader tie up with tennis and the great outdoors.”

David Atkinson, Managing Partner at Space, adds; “Our ongoing journey to get more people outdoors playing tennis gathers pace and continues momentum at the O2. The O2 enables us to juxtapose the great outdoors and the world’s greatest indoor venue to capitalise on the excitement of the world’s best men competing amongst each other, driving awareness of the sport to be sustained into 2019.

The post Nature Valley to bring a taste of nature to the Nitto ATP Finals appeared first on IPM Bitesize.

Shopping centre owner intu has launched Big Bugs On Tour, a national experiential roadshow that brings adults and children face-to-face with 12 giant British bugs at 13 intu shopping centres nationwide.

The initiative is being backed by naturalist Chris Packham and features 12 supersized, indigenous bugs including the honeybee, ladybird, hornet, swallowtail butterfly and the nut weevil. It launched at intu Lakeside last week where it will be on display until the end of July before moving around the UK over the next 15 months, visiting 12 other intu centres around the country including intu Trafford Centre, intu Metrocentre and intu Braehead, between now and September 2019.

Roger Binks, Customer Experience Director for intu, says: “Over 35 million people shop at intu centres every year so we hope bringing them face-to-face with these giant British bugs can make a real impact in how they interact and reconnect with nature, and ensure they are happier than when they arrived.”

The campaign, which into says aims to reconnect kids and adults to nature, comes as research shows children are now better at identifying Pokemon characters than there are at recognising British wildlife, despite a £10m pledge from Government to encourage children to get closer to nature.

Research by intu found that almost four in five parents (78%) want their children to be more connected to nature and 86% think they spend too much time looking at screens. However, one in six children in the UK (17%) have not set foot in a park or forest in the last 12 months.

One in five children (21%) were unable to correctly identify a bee while one in four children (25%) have not seen a caterpillar in over a year. One in ten kids (10%) did not know honey came from bees.

Adults were also lacking in their bug knowledge, with one in four (25%) unable to tell the difference between a bee and a wasp and a quarter (25%) unable to correctly identify a grasshopper.

Over a third of adults (35 per cent) of adults say they see far fewer bugs in their gardens now than five years ago with nearly half (49 per cent) saying they are worried about the decline in insects but didn’t know how to help.

Intu’s Roger Binks adds: “We know that a closer connection to nature makes people happier and Big Bugs on Tour is an opportunity to help educate adults and children on the importance of the bugs in their gardens and put a smile on their faces.”

Naturalist Chris Packham observes: “We are facing a crisis in our countryside. I haven’t seen a single butterfly in my garden this year and more needs to be done to reconnect people with nature and start caring for and realising the importance of the bugs in your backyard. intu’s Big Bugs on Tour is shining a big magnifying glass on this and also putting bugs into school classrooms, and is a fantastic initiative to alert to the importance of nature in our lives.”

In addition to visiting into shopping centres, Big Bugs on Tour will also be inspiring school classes around the country to help children learn more about bugs.

The post intu launches giant British bugs roadshow with Chris Packham appeared first on IPM Bitesize.