The Nature Valley Family Fridays campaign was designed to encourage families to explore nature together with the added nutrition and energy that comes from Nature Valley granola bars. In ten markets across the U.S., the Nature Valley partnership inspired hundreds of hours of events in zoos and aquariums. From Franklin Park Zoo in Boston to John Ball Zoo in Grand Rapids to Oregon Zoo in Portland, the program aimed to increase family visits and naturally align the brand with unique venues that promote spending time together in nature.
All granola bars redeemed were donated to local food banks. The program employed on-site branding and signage, creative messaging, sampling, brand health surveys and heavy digital and social promotion. Nature Valley also sponsored sculptures including Seymour the Sea Lion Pup, part of the Washed Ashore Art to Save the Sea exhibit, an educational installation project made entirely of found plastic ocean pollution.
Over the course of the campaign, about 250k total visitors attended the zoos and aquariums partnering with Nature Valley. With over 6,600 granola bar redemptions traded in by paying adult visitors for a free child’s pass, the promotion was 282% above goal. The team distributed more than 100k Nature Valley samples, received 744 brand health survey completed by guests, and donated 10k granola bars to local food banks.