People are used to eating granola bars exclusively in the morning, but granola is just as tasty any time. Nature Valley will fuel your adventures no matter how late. Let’s reconsider Nature Valley beyond daytime.
In collaboration with Olivia Brzek.
Out of home
To generate buzz, neon signs of the nature valley logo will be displayed outside of select bars, gas stations, and 24-hour gyms in the weeks leading to the campaign launch.
Digital billboard that changes with the actual time of day. As night falls, the apartment windows glow.
A billboard that only runs from 8PM to 5AM. The clock on the billboard updates in real time, while everything else stays exactly the same
Product launch
4 new Nature Valley bar flavors are created and named after late night activities. They feature a redesigned package with a nighttime aesthetic.
Named after late night activities like Nutty Study Marathon, Last Call Caramel, Dark Cocoa Cardio, and Grape Graveyard Shift.
Experiential
Portland, Denver, and Phoenix are each known for their fitness/active culture, but bars close much earlier compared to other major cities.
To prove Nature Valley truly is anytime fuel, the campaign has its launch with Nature Valley 'Dive' Bar Pop Ups. From 12am-6am, Sip poolside or practice your best diving skills. These pop ups are made for celebrating nightlife your way, with late night workouts or partying until dawn.
In partnership with Night Nation Run, Nature Valley will be co-hosting a Midnight 5k in the home city of their headquarters: Twin Cities, Minnesota. This will be a once in a lifetime experience for active people who can celebrate the night with the most unique running experience.