Since 1973, Nature Valley has offered an instantly recognizable product. But the brand’s purpose and personality haven’t always been clear or compelling—at least in the public eye. So we set out to change that. Emphasizing the brand’s persona as an ally dedicated to fueling adventures and preserving our world, we helped audiences see Nature Valley’s deep commitment to making nature’s energy accessible to all and established their product as the convenient, always-ready fuel for making memories in the great outdoors.

Life Happens Out There was designed to communicate the brand’s new brand platform in a way that would resonate with audiences now and well into the future. An enduring rallying cry the brand can leverage time and again to put the beauty of life in the great outdoors on display—and remind audiences that Nature Valley is always there, and always ready, to help people everywhere make lasting memories together.