Nature Valley asks which camp are you in?

Nature Valley, a General Mills brand and the number one granola bar brand in the U.S., has teamed up with creative partner since 2022 EP+Co to help launch Which Camp Are You In?. 

The new work is an extension of the brand's Life Happens Out There campaign, which EP+Co launched in 2022 to establish Nature Valley as the go-to for making shared memories in the great outdoors.

This latest campaign extension introduces the brand’s recent breakthrough line of product, Nature Valley Savoury Nut Crunch Bar, an exceptionally unique offering in the granola bar category. 

The new bar is the first savoury snack from America's number one selling bar brand, available in three equally rare and delicious flavours for a granola bar: Everything Bagel, White Cheddar and Smoky BBQ.

Nature Valley Crunchy flavours used to fall into one camp: Sweet. But since Nature Valley believes that Life Happens Out There for everybody, they created a new savoury category of granola bar to ensure everybody has the fuel they need to get outdoors. 

Nature Valley and EP+Co created, Which Camp Are You In? to entice consumers to taste the new savoury product for themselves; decide which camp they’re in camp savoury or camp sweet; and enjoy shared adventures in the great outdoors, with Nature Valley fuelling their every adventure.

Nature Valley is continuously innovating to make something for everybody so they have the energy they need to experience life where it really happens: Outdoors. EP+Co needed to ensure Nature Valley’s latest innovation, and entry into the savoury snack space, was met with excitement and instant recognition.