Nature Valley: ReTok Shop

Snack-bar brand Nature Valley achieved double-digit growth across all key brand perceptions in the US with a shop on TikTok that rewarded sustainable actions.

Campaign details

Brand: Nature ValleyAgency: MindshareRegion: North America

Strategy

Objective

Nature Valley invented the granola bar in 1975, positioned as "the granola bar nature intended". They have extremely high awareness, but consumers struggle to know what they stand for as a brand and they're losing their grip on the market. One major driver of this shift is outdoor enthusiast category entrants like Clif, who have claimed ownership as the bar for nature. The Back-to-School season is a must-win moment for Nature Valley, making up nearly 1/3 of their annual sales and locking many household pantries...

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Insights Team
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