CLIENT
General Mills Inc.
Beth Brady, VP - Dir.
Martin Abrams, Mktg. Mgr.
Clare Kanter, Associate Mktg. Mgr.
Judy Bowman, Dir.
Sarah Turley, CI Mgr.
Rick Hosfield, VP Advertising
AGENCY
Mike Nelson, EVP - Global Account Dir.
Shawne Murphy Johnson, SVP - Group Management Supervisor
Amy Rooker, VP - Dir. of Integration
Tom McCarthy, Associate Media Dir.
Jonathan Hoffman, CCO - President
Craig Miller, SVP - Executive Creative Dir.
Nick Richman, VP - Associate Dir. of Account Planning
Gretchen Heim, Art Dir.
Gary Stepniak, Copywriter
Jenny Stoltenow, Account Executive
MRM Partners Worldwide
SUMMARY
Nature Valley Granola Bars launched in 1975 inventing the Better for You snack category. Fast-forward to 2005, and Kellogg's was not willing to sit idly by and let Nature Valley win the wholesome snacks game. With Kellogg's nipping at its heels, Nature Valley had to find a way to deepen its relationship with its consumers. They needed to go beyond the functional, natural energy benefit that Kellogg's was encroaching upon, and elevate the brand to an emotional level. Enter the Where's Yours? campaign: an inspirational call-to-action to get consumers out into their special place in nature. Through this campaign, Nature Valley becomes the catalyst for these journeys.
