General Mills-owned Nature Valley has launched an integrated marketing campaign to promote its sponsorship of Bear Gryll’s upcoming Gone Wild Festival.
Created by the brand’s agency of record Space, the campaign will be centred around the #GetOutMore brand platform which aims to encourage families to spend more time outdoors.
The campaign’s primary touchpoint will be via on-pack promotions giving customers the chance to win one of three VIP family weekend tickets and one of 10 family weekend tickets to the festival – a mix of outdoor activities, inspirational speakers and live music – founded by TV personality Bear Grylls last year.
Additional materials will be run across video-on-demand and social media alongside influencer and PR activity through to 7 August.
The festival is set to take place in the same location as last year, Powderham Castle, near Exeter in Devon from 25 to 28 August.
Headlining this year’s musical offering will be The Darkness, The Script and Sophie Ellis-Bextor whilst Sir Ranulph Fiennes and Bear Grylls himself will speak at the event.
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Grylls will no doubt be hoping that this year’s event proceeds without a hitch following a major snag last year when many families complained that they were unable to access a large amount of popular activities due to overbooking.
The lack of hand-washing facilities and all round unsanitary conditions were also criticised in the midst of a global pandemic. Grylls later told the BBC that the festival had grossly underestimated demand for last year’s event.
“Inspired by our #GetOutMore philosophy, the Nature Valley Gone Wild Festival with Bear Grylls is the perfect way to get out, get moving and enjoy the Great Outdoors in a safe environment”, General Mills Nature Valley brand manager, Helene Henderson said.
“We’re thrilled to be headlining the festival for a second year and offering adventure-seeking families the opportunity to win VIP and weekend tickets. We’re looking forward to once again welcoming everyone to a weekend of fun in the beautiful Devon countryside”.
Space business director, Dawn Cardy added: “Nature Valley believes in stepping away from the screens and stresses of modern-day life and connecting with the great outdoors.
“Gone Wild Festival with Bear Grylls aligns with this mission and affords Nature Valley the perfect opportunity to activate its #GetOutMore message to a family audience in a highly creative and engaging way.”
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