The UK’s #2 cereal bar brand[1], Nature Valley, has teamed up with Tripadvisor, the world’s largest travel platform, to encourage Brits to explore some of the UK’s most beautiful nature spots in a new £1.8 million #visitnature campaign.

The promotion, which will see Nature Valley become the first ever FMCG brand to partner with Tripadvisor in Europe, will run from 14th September for six weeks.

Nature Valley-curated travel guides and bespoke trips, all designed to boost UK tourism by showcasing the stunning locations our country has to offer, will feature across the Tripadvisor site.

The content will be promoted via a raft of highly targeted media activity, including TV, social media and digital, directing people to the site and inspiring them to book their next adventure.

Helene Henderson, Brand Manager, Nature Valley, said: “With limited travel options in the coming months, we’re encouraging people across the country to fall in love with UK nature and enjoy the exact same escapism that a trip abroad can offer.

“This first-of-its-kind partnership for Nature Valley is an exciting evolution of our Get Out More campaign and further highlights our tasty range of Nature Valley snack bars as the ideal accompaniment for an outdoor adventure.”

The #visitnature initiative is part of a whopping £10 million marketing investment by Nature Valley-owner General Mills, the #1 manufacturer in Better For You Snacks[2], to support its three leading brands: Nature Valley, Fibre One and LÄRABAR.

The new campaign is expected to reach 5.6million people within Nature Valley’s target audience. Retailers are encouraged to stock up on the brand’s wide range of snack bars to meet increased demand.

[1] Nielsen last 52 Weeks | Currency: USD | Market: Total Coverage including Discounters

[2] Nielsen total coverage Latest 4 weeks

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