General Mills to hand out 600,000 Nature Valley bars in experiential push

General Mills has appointed i2i Marketing to launch a sampling and experiential campaign to increase take-up and awareness of its Nature Valley granola bars.

The campaign will run for 10 weeks from June 2. Brand ambassadors will be targeting popular tourist attractions, outdoor events, beaches and shopping centres to distribute samples and money-off coupons.

To create stand-out for the campaign, brand ambassadors will be riding bicycles towing giant Nature Valley boxes. The push also aims to drive traffic to the Nature Crunch website where there is a competition to win a holiday for four at a variety of UK locations.

Additionally Nature Valley is planning to host a large-scale free picnic which will be hosted by the the brand ambassador Ben Fogle. The location and timing will be revealed on the Nature Valley website and through social media channels.