Royalties for Nature

Nature Valley, known as the pioneer of on-the-go granola bars for outdoor enthusiasts, has solidified its position as a Proud Partner of the Outdoors through extensive support for organizations like the National Park Foundation, National Parks Conservation Association and the Wilderness Inquiry. However, this deep-rooted association with the outdoors presented a unique challenge in the realm of eCommerce. The brand's strong connection to nature, while a core part of its identity, often took a back seat when consumers were shopping online.

As the seasons transitioned from winter to early spring, Nature Valley faced a concerning trend of declining brand performance. This decline was pronounced, with core shoppers departing at an alarming rate, resulting in significant drops in buyers (-8.3%), trips (-28.1%) and units sold (-24.6%), surpassing category-wide declines. Addressing this decline was imperative not only for rejuvenating Nature Valley's business but also for identifying a new funding avenue to support nature conservation efforts during periods of low attendance.