General Mills Canada: Rediscover the Joy o Nature Manifesto
Agency: Cossette Communication Inc
Case overview
Nature Valley has always been a nostalgic brand for consumers but has built their business with functional messaging. Throughout the years, with constant pricing wars in the category, Nature Valley noticed a shift in consumers needs. Consumers were longing for an emotional connection with their favourite brand. Nature Valley developed a purpose-based campaign "Rediscover the Joy of Nature," hinging on a pivotal insight that connected with their brand name. This insight ultimately changed up the way Nature Valley was communicated as a CPG brand....