General Mills, Cone reinvigorate Nature Valley's partnership with the National Parks Project

MINNEAPOLIS: In celebration of National Parks Week, Nature Valley has kicked off a refreshed campaign, with the help of Cone.

MINNEAPOLIS: In celebration of National Parks Week, Nature Valley has kicked off a refreshed campaign, with the help of Cone. The agency helped launch the campaign for the General Mills brand last year.

This year, the campaign added a number of new restoration projects to support, said Stephanie Hu, assistant marketing manager for Nature Valley. They are Joshua Tree, Grand Teton, and the Great Smokey Mountain Nationals Parks. Last year's project included the Grand Canyon, Yellowstone, and Key Biscayne National Parks.

"The National Parks Project allows Nature Valley to more closely connect with, and demonstrate our commitment to, nature and our national parks," said Hu. "It's inherent in our brand promise: enjoy nature. By helping to support the preservation efforts of our national parks, we are living and engaging consumers in our promise."

Also new this year, was a volunteer restoration event near the Joshua Tree National Park held this past Saturday, where local residents were encouraged to lend a hand in a land project to help protect desert tortoises, and other plant and animal life. Lost actor Josh Holloway has joined as a celebrity spokesperson for the campaign.

Meanwhile, the campaign has a digital presence on Facebook, and at Consumers will also be able donate to the National Parks Conservation Association when they enter UPC codes online from specially-marked packages, beginning in June through October 31. A contest is also expected to roll out this summer.

"Cone helped create the Preserve the Park campaign to build awareness for the preservation of our national parks and also to build buzz and excitement for getting outdoors to experience the parks," added Heather Breslau, VP of Cone. "You'll notice when you mention national parks that people immediately start telling stories of their visits. These memories are so powerful and spark a lifelong love for the parks. That's the essence of the campaign--to help ensure these memories and experiences can be enjoyed by generations to come."

Cone also works with other General Mills' brands such as Pillsbury, Totino's, Cheerios, Wheaties, Green Giant, Yoplait, Cascadian Farms, and Fiber One.

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