Nature Valley: First Ever Recyclable Snack Wrapper

Kristin Atherton, Kaylee Pohlmeyer, Nisha Ashra

Snack bar brand Nature Valley embarked on an ambitious innovation project in North America to educate people on how to recycle, while boosting positive brand perceptions versus category competitors.

Campaign details

Brand: Nature Valley Brand owner: General Mills Entrant company: General MillsMarket: North America (general region) Sector: Confectionery Media channels: Online video, Social media, Television & Connected TV, Public relations, Point-of-purchase, In-store, Programmatic display Budget: 500k - 1 million

Executive summary

Snack bar brand Nature Valley is the inventor of the granola bar and exists to connect people to the outdoors. We accept this immense responsibility when it comes to the environment. We embarked on one of the most ambitious innovation projects in our company’s...

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