Nature Valley's The Great Out of Office
2 December 2019 10:17am
We’re proud to present our first PR campaign with one of the UK’s leading on-the-go snacking brands, Nature Valley, called ‘The Great Out of Office’. Launched alongside the brand’s 30 second TV advert, which aims to encourage an ‘indoor species’ to ‘Get Out More’, taking a Nature Valley bar to places where they were created to be enjoyed – in the great outdoors. The campaign ran from 18th October to 29th November, reaching print, online, broadcast and social media outlets.
Based on YouGov statistics claiming that Brits spend an average of 90% of their time indoors and supported by the research of Professor Charles Spence, an experimental psychologist at the University of Oxford, we surveyed 2,000 people to discover further shocking facts - including that only 18% of the UK workforce leave their desks during the working day.
Armed with these insights, we created a series of shareable, social media ready assets focussed on interrupting the typical 9 to 5 work routine, as well as a pre-written letter to bosses that detail the benefits of employees spending time outside. The campaign also includes a partnership with 10 top influencers who have each reached out to their own audiences, drawing attention to the problem and offering exciting and enjoyable alternatives to spending lunchtime sat at a desk. Through these posts, the influencers have been directing their followers to the Nature Valley website for the downloadable assets, generating more than 2,000 website hits to date.
The story has been featured in 18 pieces of traditional media (including the Evening Standard, Metro, Men’s Fitness, Daily Star and Woman & Home) and 17 radio interviews with Professor Charles Spence.
A massive well done to our PR and creative teams for this exciting new campaign.
To download the assets yourself and encourage your workforce to #getoutmore, visit: https://www.naturevalley.co.uk/get-out-more/