General Mills promotes Nature Valley brand
By Adnews Staff
General Mills has released a new television commercial to promote its Nature Valley line of granola bars. The 30-second ad, called “Bar Envy,” shows a female hiker eating a granola bar next to a lake. As she eats, the voices of two women can be heard describing the ingredients in the bar. The camera reveals that the observers are a pair of deer, who lament the fact that all they eat is grass. “We wanted to make a connection between nature and the Nature Valley brand and also talk about the whole grain oats and other healthy ingredients that make Nature Valley granola bars so popular,” said Doug McGillivray, vice-president of marketing at General Mills. This is the first time the company has used television advertising in Canada to support this brand. The ad will run nationally in large markets in English and French, supported by a sampling program. The commercial was created by Cossette Communication-Marketing of Toronto.