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?" on July 10. 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 Savory Nut Crunch Bar — an exceptionally unique offering in the granola bar category.

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

Inclusivity: Nature Valley Crunchy flavors used to fall into one camp: Sweet. But since Nature Valley believes that Life Happens Out There for everybody, they created a new savory 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 savory product for themselves; decide which camp they’re in –– camp savory or camp sweet; and enjoy shared adventures in the great outdoors, with Nature Valley fueling their every adventure.

Product innovation: 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 savory snack space, was met with excitement and instant recognition.
“Which Camp Are You In?” delivers a head-turning, anticipation-building message that simultaneously urges audiences to try the new product and promotes the Nature Valley people know and love — the Nature Valley that makes nature's energy accessible to all.

Consumer demand: The addition of this new crispy nut bar with 2g of sugar was driven by consumer demand for more savory snack options, with 63% of Americans having a strong preference for savory or salty snacks and 74% looking to reduce sugar intake in their daily diets.

Sustainability: EP+Co helped Nature Valley live up to their commitment to sustainability —and mission to make nature’s energy accessible for future generations by preserving and protecting nature itself — by partnering with Green the Bid for the production of “Which Camp are You In?” Green the Bid is a non-profit org that works to establish sustainable commercial productions throughout the advertising industry.

Nature Valley partners with The National Parks Foundation to restore National Park trails across America. Since partnering together, they’ve donated millions to restore over 20,000 miles of National Parks trails. Plus, the wrapper packaging on their crunchy bars is store drop-off recyclable, and they plan to make all packaging fully recyclable by 2025.

Consumer engagement: To create excitement, spark conversation about the product and prompt people to sample the new line, there will be a QR code integrated into national ads, driving to free products enticing people to try the surprisingly savory new bar while supplies last.

To create the spots, EP+Co partnered with female director, AJ Colomb and production company Slash, the marketing arm of independent film studio Thunder Road Pictures, a female-owned and WBENC-certified company.
The spot will run nationally on broadcast TV, premium online video, digital and social starting on July 10, 2023.