General Mills' Nature Valley granola bar brand hires Seventy Seven PR

Nature Valley, the General Mills-owned granola bar brand, has appointed Seventy Seven PR to help it build brand familiarity and favourability.

Fresh comms support: Nature Valley
Fresh comms support: Nature Valley
The brand appointed the agency for a 12-month retained contract following a competitive pitch. The account will include public and blogger relations work.

Seventy Seven PR is currently working on plans to support the launch of new products during 2011 and beyond.

The first campaign for the brand will see Seventy Seven PR take on the gardening space, helping Nature Valley bring ‘a little bit of nature to the City’ through an integrated online, social network and experiential activity that will hit the streets in spring 2011.

Nature Valley’s senior brand manager Kemi Saliu said: ‘Seventy Seven had an instinctive grasp of what we want to do as a brand – and how we need to reach and engage our consumers to achieve those aims. They came up with some innovative ideas that will push the brand a bit creatively and will see us take a few more considered risks with our campaigns.’

Seventy Seven PR managing partner James Gordon-MacIntosh will lead the account. He said: ‘Nature Valley is a cracking little brand. Sales have doubled in the past year alone, but it has some big competitors and so we’re going to be helping them to really stand out. We will be attempting to get some of the product benefits across through media, as well as building the brand and bringing some fun to it, we hope.’

General Mills launched Nature Valley in the UK in 2006.

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