Nature Valley urges UK to ‘Grab More Morning’ with social campaign

Bar, snack and granola brand Nature Valley is urging the UK to Grab More Morning as spring unfolds, with an integrated campaign developed by creative agency Space. The activity supports the launch of Nature Valley’s new Protein Soft Bakes, running throughout April with Social and Influencer marketing, capped off with the chance to win a £4,000 UK staycation.

Grab More Morning challenges people to make time to get out in the early hours, capturing and sharing the beauty of the nature around them while enjoying an on-the-go breakfast. This ties into Nature Valley’s new range of Protein Soft Bakes, which are heroed in the campaign creative. A first in their category, the products have 8g of protein in both their Oats & Honey and Blueberry & Almond flavours.

A combination of paid social ads and stories, coupled with inspirational posts from Influencers, will drive additional reach of theGrab More Morning campaign and engage customers who want to shake up their morning routines and enjoy a great start to their day.

To be in with a shot at winning the staycation, hopefuls simply have to take a photo of the nature they visited that morning, tagging and using the hashtag #GrabMoreMorning. Nature Valley will highlight some of the best user generated content on its social feeds.

The competition and creative will run across both Facebook and Instagram, displaying a mixture of static and carousel imagery featuring Nature Valley’s branding and the strapline Grab More Morning. The Protein Soft Bakes feature in the branded ads, showcasing them as a natural companion to your early morning escapade.

The competition winner will be announced in May, and eight runners-up will receive a £125 voucher for Millets, the UK’s leading outdoor clothing, footwear and equipment retailer.

Benjamin Thompson-Star, Brand Managerat Nature Valley, says: “To celebrate the launch of Nature Valley Protein Soft Bakes, we are encouraging people to grab more morning by getting out into nature as a key part of a morning routine. The Grab More Morning challenge forms part of our ‘Get Out More’ mission that aims to encourage people to step away from the screen, go outside and connect with nature, whether that’s a hike in the outdoors, a swim in a lake or simply trying things out of our comfort zone. “

Sean Kelly, Associate Director at Space, adds: “The days are starting to get longer and with lockdown restrictions easing, we want to get people out for some much-needed outdoor exploration. Grab More Morning is about providing some simple inspiration to make the most of an early start and explore their surroundings. This campaign continues our work with Nature Valley to encourage consumers to get outside more.”

The Grab More Morning competition runs until 25th April and is part of Nature Valley’s wider Get Out More initiative.

SourceSpace & MarComm News

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