Nature Valley Full Mix
Owned by General Mills, Nature Valley was the first-ever granola bar to be introduced in the 70’s. Fast forward to the present day, they are now a popular cereal snack bar enjoyed by many. They offer a range of flavours and varieties to suit every adventure. Nature Valley General Mills were looking for an integrated sampling solution to promote their new Nature Valley Full Mix product across a number of channels. Their aim was to drive trial of the product whilst simultaneously reaching their target audience.
Target
Reaching the right audience.
The Nature Valley audience was made up of 25-35 year olds, pre-family professionals with 68% of those who have children. They are likely to live in the city with an income of below £50K per year. 25-35 year olds, pre-family professionals with 68% of those who have children. Flavor. used audience profiling tools to identify these hotspot locations, and a combination of TGI , Acorn , proprietary data and store proximity were also utilized to ensure that there is minimal audience wastage. TGI Acorn proprietary data store proximity
engage
Delivering impact in the right moments.
Flavor used a mixture of integrated sampling techniques to distribute over 199,000 samples to ensure the promotion of the NPD Nature Valley Full Mix bar. 199,000 samples Subscription, New Home and Social sampling were adopted to produce the perfect campaign, together with over 60 social media posts reaching over a million accounts. over 60 social media posts reaching over a million accounts. Flavor identified the most relevant subscription partner’s – 2 food/snack channels and 1 for soon-to-be mum’s, which included the Full Mix sample along with a promotional leaflet to give consumers additional product information. The New Home channel reached up to 40,000 unique home movers per month. By tapping into this key life event, consumers are more likely to engage with brands and make lifelong and memorable connections with them. Flavor worked with a number of mortgage providers, estate agents and new home builders to distribute the Full Mix sample into New Home boxes – making its way directly into consumers homes. 40,000 unique home movers Together with Subscription and New Home, Flavor. designed, created and ran targeted social adverts and served them to the Nature Valley audience – giving them a chance to claim a free Full Mix sample. The Social ad reached a hyper-targeted audience with a potential reach of 5.3 million consumers. Follow-up emails and measurement surveys were sent to consumers post-trial in order to maximise sales uplift and encourage product feedback. 5.3 million consumers. The campaign was tracked throughout using integrated measurement to understand campaign success, insightful consumer behaviours and feedback towards the product. integrated measurement
The Stats.
Integrated Sampling
Part of a connected sampling strategy.
This campaign formed part of a wider integrated sampling approach, combining multiple channels to maximise reach, relevance, and measurable impact.
By aligning targeting, engagement, and measurement, we ensured every touchpoint contributed to stronger overall performance.