Strategy and Approach

To connect with families through sampling and experiential engagement in points of nature. An additional program goal was to further align Nature Valley to America’s parks by promoting the More Trails initiative, which funded improvements and enhanced access to more than 10,000 miles of trails.

Nature Valley Crunchy granola bars are the perfect addition to any trip to a national park whether you are hiking to the top of Cadillac Mountain in Acadia or among the hoodoos in Bryce Canyon. American Park Network launched a national park takeover so that the Nature Valley would have a pervasive presence in those communities. In addition to providing samples, American Park Network developed Nature Valley Base Camps—branded gear caches at hotels and in campgrounds where guests could check out outdoor equipment—hiking poles, binoculars, cooler backpacks, headlights—that would make it easier for them to get out of the cars and onto trails. At the same time, we leveraged our hotel-and lodge-based distribution network to provide Nature Valley Crunchy samples to guests at check-in or in-rooms, for use during their stays.

Program Highlights