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General Mills promotes Nature Valley with field trip

General Mills has begun a social media campaign in support of its Nature Valley brand of granola bars. The campaign makes use of a two-minute online video called "Field Trip," developed by Tribal Worldwide of Toronto. The video documents a group of children from Toronto who were taken on a surprise trip to a conservation area by the Boys & Girls Club of West Scarborough. The campaign is intended to encourage consumers to reconnect with nature.

The national campaign also includes five weeks of television creative developed by Cossette, also focusing on the rediscovery of nature. The effort also include a new website at <> that hosts the video, as well as a park finder, product information and a way to donate to the Boys and Girls Club of Canada.

"Some kids in low-income areas don't ever leave their own neighbourhoods," said Joshua Stein, creative director at Tribal Worldwide Toronto. "While we know it's a big issue that can't be solved by one field trip, we knew the kids would really benefit from it, and a brand taking action like this can sometimes resonate more than an ad."

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