Problem:
Nature Valley granola bars are infamously messy.
Insight:
Consumers want on-the-go snacks that feel wholesome and real, not processed.
Solution:
Reframe the product negative as a badge of authenticity - because real ingredients crumble.
Posters
Guerrilla Stunt
Nature Valley brings the campaign into the real world with a guerrilla stunt on a UK seaside pier. Truckloads of crumbs are dumped to spell out the proposition, with seagulls and pigeons drawn in to complete the message. Captured by drone, the result is an absurd, shareable piece of content that turns the brand’s messiest trait (and the UK’s most annoying wildlife) into the medium itself.
Social Media
Nature Valley teams up with ASMR creators to make the least satisfying food content on the internet. Instead of soft taps and neat bites, it’s crunch, crumble and chaos - with the world’s worst ASMR food.
