Nature Valley

Adventure Quarters

The Market


The Challenge

The U.S. National Parks: With endless natural beauty, unique geological features, diverse ecosystems, and recreation. Despite being accessible to millions, in 2022, Park attendance was down 25%.

No outdoor adventure meant no Nature Valley: The first on-the-go granola bar to be introduced to Americans, made to be eaten outside, needed more consumers. Despite being a go-to snack for many years, the brand was seeing consumption declines and losing relevancy.

The Idea

Using the 19 billion quarters which include designs of national parks across the United States, this mobile-first commerce experience allowed users to simply scan their quarter and unlock park facts and instant rewards – including an annual park pass and discounts on Nature Valley products.  

  • 6:1 ROI in the first month of launch
  • 15,000 unique visits to in the first two months of launch
  • 31MM total impressions
  • 100,000 engagements on 26 pieces of social content
  • +28% dollar sales lift at Kroger stores in first two weeks versus prior year
  • Campaign US Big Awards, Winner (Retail/D2c)
  • P2PI Ominshopper Awards, Winner (Digital)
  • DADI Awards, Merit (Retail & eCommerce)
  • DADI Awards, Finalist (Consumer Products or Services)