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General Mills begins Nature Valley campaign

General Mills has begun a new campaign for its Nature Valley brand of granola-based snack foods. The campaign, developed by Cossette of Toronto, uses the tagline, "Rediscover the Joy of Nature." It consists of a series of online videos intended to demonstrate how people have distanced themselves from nature over three generations. In the videos, a grandparent, parent and child from the same family answer the question, "When you were a kid, what did you do for fun?" The videos have been posted at <>. They are being supported with social media activities, and blog posts.

"We have made the need to connect with nature the purpose of the Nature Valley brand," said Emma Eriksson, marketing director for snacks at General Mills. "We feel very passionate about that mission and the brand statement 'Rediscover the Joy of Nature,' which has become like a manifesto for the brand."

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