I2I creates brand experience campaign

General Mills has appointed I2I Marketing to launch a face-to-face sampling campaign to promote its Nature Valley crunchy granola bars.

For 10 weeks from 2 June, hit squads of I2I brand ambassadors will visit popular tourist attractions, outdoor events, parks, beaches, busy shopping centres and commuter hotpots distributing samples of the granola bar and money-off coupons.

To maximise visibility and to emphasise the outdoor feel of the brand, brand ambassadors will be riding branded bicycles towing giant Nature Valley boxes.

The campaign aims to distribute more than 600,000 samples.

Those taking part in the trial will also be encouraged to visit the Nature Valley website where they can enter a prize draw to win a scenic outdoor holiday for four from a choice of locations ranging from Cornwall to Snowdonia.

In addition to the sampling activity, Nature Valley will be hosting a giant free picnic in a central London park later in the summer.

The picnic is being hosted by Nature Valley celebrity ambassador Ben Fogle and organised by Freshwater Consumer PR.

The time and location of the picnic is a closely guarded secret and will be revealed on the Nature Valley website and through various social media channels hours before the event.

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