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June 11, 2009

Healthy snack brand gets on its bike

Food manufacturer General Mills is running a face-to-face sampling campaign to promote its Nature Valley crunchy granola bars as a healthy and satisfying snack.

Starting at the beginning of June, the live activity will run for 10 weeks. It will involve brand ambassador hit squads visiting popular tourist attractions, outdoor events, parks, beaches, busy shopping centres and commuter hotpots, distributing samples of the granola bar and money-off coupons.

To maximise visibility and emphasise the outdoor feel of the brand, brand ambassadors will be riding branded bicycles towing giant Nature Valley boxes. The campaign aims to distribute more than 600,000 samples.
“By using branded bicycles, we’re reflecting the outdoor nature of the brand, while enabling our teams to carry more products and distribute more samples,” said Bruce Burnett, managing director of experiential agency i2i Marketing, which is implementing the campaign.

“The bikes and oversized boxes also act as the perfect eye-catching mobile advertising solution.”
Consumers will also be encouraged to visit the Nature Valley website, where they can enter into a prize draw to win an outdoor holiday for four from a choice of locations ranging from Cornwall to Snowdonia.

In addition to the sampling activity, Nature Valley will be hosting a giant free picnic in a central London park later in the summer. The picnic is being hosted by Nature Valley celebrity ambassador Ben Fogle and organised by Freshwater Consumer PR. The time and location of the picnic will be revealed on the Nature Valley website and through various social media channels just hours before the event.

“We chose experiential activity as it represented the opportunity to sample consumers not only in the context of the product, but more importantly, in the context of the brand," said Brian Hackett, Nature Valley brand manager.

"By using experiential, consumers can associate Nature Valley with the uplifting, closer-to-nature values that the brand represents."
This is the third year that Nature Valley has run an experiential campaign and Hackett explained that he was keen to "build on the success of last year’s activity by allowing consumers to engage with the brand and not just the products".

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