Nature Valley launches integrated campaign for Gone Wild festival

nature valley, gone wild with bear grylls - mediashotz

Cereal bar brand Nature Valley has launched an integrated campaign to promote its title sponsor status at the new Gone Wild festival with Bear Grylls.

The activity, which was conceived and executed by creative agency Space, reinforces Nature Valley’s wider #GetOutMore initiative, which encourages audiences to break routine and seek adventure. 

This has been communicated via a mix of strategic communications across TV, social, digital and influencer, driven by an on-pack promotion, through which customers could win tickets to Gone Wild.

Gone Wild with Bear Grylls

The festival, which Bear Grylls devised himself to reconnect families through activity in the great outdoors, sits at the pinnacle of post-lockdown brand experience. 

Covering all bases, the festival combines world-class headline acts from the likes of the Kaiser Chiefs and Razorlight, to stand-up comedy, axe-throwing, mountaineering and more. 

Nature Valley will have a strong presence on-site throughout, in the form of branded areas and experiences, creating a strong link between its product and the festival.

Taking place from 26 to 29 August at Powderham Castle in Devon, Nature Valley’s presence at the festival is supported by a variety of paid-for social media assets. 

The call-to-action urged customers to ‘Win Tickets with Nature Valley to the Ultimate Family Adventure’, pointing them to purchase a Nature Valley Crunchy multipack for the chance to win family tickets to Gone Wild. 

nature valley gone wild - mediashotz
Into the Wild: Nature Valley supports Bear Grylls event.

In addition, a host of outdoor-themed money-can’t buy experiences were also up for grabs.

Influencer event

Prior to the event, Space and Nature Valley hosted an action-packed influencer event to champion the drive. 

Two Royal Marines Charity families and three influencer families, including the Selfish Mother (Molly Gunn) and This Bristol Brood (Angharad Paull), were tasked with completing several tasks comprising Bear Grylls’ favourite survival skills. 

Powered by Nature Valley’s bars, this culminated with the families successfully setting off a smoke signal and being personally invited by Grylls to Gone Wild. 

A film of the experience, which was shot on-site at Powderham Castle, is available to view here.

Roisin Witort, marketing manager at Nature Valley, said: “As the headline sponsor for Gone Wild, we knew we had to pull out all the stops and give potential customers and patrons a reason to get excited. 

“After eighteen months of little to no social contact, this festival is all about bringing people together and encouraging them to Get Out More and experience life again. 

“Bear’s done a tremendous job, the range of activities is curated for all ages, and Space has once again expressed what makes our brand so unique for UK families.

“This partnership is part of a £2 million investment into our 360-degree ‘Get Out More’ campaign, which has been live throughout this summer and aims to build connection between our Nature Valley range and UK families.”

Sean Kelly, associate director at Space, said: “Gone Wild with Bear Grylls is the perfect fit and partnership for Nature Valley, delivering on the brand’s mission to get consumers out and enjoying nature. 

“The Nature Valley festival experience will give families the opportunity to discover the great outdoors as they escape for the weekend.

Media buying and planning for this campaign was handled by Mindshare.