General Mills approached Freshwater to make Nature Valley (Crunchy Granola Bars) their next super brand in the UK.
Freshwater responded with a campaign linking Nature Valley with fabulous open spaces, appointing Ben Fogle as brand ambassador and producing a film featuring Ben on his favourite walk in the Peak District. This activity helped to launch the Nature Valley website as a destination for walkers at all levels of fitness and experience which we backed up with syndicated radio features with Ben and advertorials in healthy-living titles. We also worked with The Sunday Telegraph using content from the campaign for a successful pull-out walking guide, which was promoted by Ben Fogle on radio stations across the country.
It worked. The Nature Valley website exceeded targets, reached 120,000 hits during the course of the campaign and sales of Nature Valley increased significantly. It is now a £10.5 million UK brand.