Nature Valley* Surprises Urban Kids With A Field Trip
July 21, 2014

New social campaign aims to inspire people to rediscover the joy of nature




Gone are the days when children played outside until they were called inside for dinner. Studies show that kids are growing up without experiencing nature the way previous generations did before them.1 A known champion of exploring the outdoors, the granola bar brand has set out to help kids to rediscover the joy of nature via a new brand action campaign.


“When we learned fewer than one in 10 kids spend time in nature. And that the issue is especially pronounced in low-income areas, we felt compelled to take action,” says Emma Eriksson, director of snacks, General Mills. “We have a long-standing relationship with the Boys & Girls Club of Canada and we believe these kids would really appreciate the chance to explore true nature, something they may have not experienced before.”


A new brand action campaign by Nature Valley is centred on a heart-warming, two-minute online film that follows a group of children from the Boys & Girls Club of West Scarborough who were surprised with a field trip. They are unexpectedly taken to a conservation area where they spend the day hiking, going on a scavenger hunt and catching frogs.  Created in partnership with Tribal Worldwide – Toronto, the “Field Trip” film aims to re-inspire Canadians to get outdoors and rediscover nature again.


“Some kids in low-income areas don’t ever leave their own neighbourhoods,” says Joshua Stein, creative director, Tribal Worldwide – Toronto.  “While we know it’s a big issue that can’t be solved by one field trip, we knew the kids would really benefit from it. And a brand taking action like this can sometimes resonate more than an ad.”


In addition to the film, the team has also launched The site features the film alongside additional content that encourages ways to get out and experience the joys of nature, a park finder feature that points to nearby parks and green spaces, product information and an opportunity to make a donation to the Boys and Girls Club of Canada.


The national campaign launches on July 21, 2014 and will run for five weeks along with television creative by Cossette, Inc. that re-asserts the need to rediscover nature.


  1. National Trust, The Nature Conservancy, and Children and Nature Network have all released studies describing: “Fewer than one in ten children regularly play in wild places,” “Only about 10 per cent of kids are spending time outdoors every day,” and “One in 10 children today play outside once a week or less.”


About Nature Valley*

General Mills Canada is best known for the many quality brands enjoyed by Canadian consumers each day. The company’s flagship brands include Cheerios*, Nature Valley* Yoplait®, Pillsbury*, Betty Crocker*, Green Giant*, and Old El Paso*.


*Trademarks/Marques Déposée of/de General Mills or its affiliates.

® Trademarks of YOPLAIT MARQUES S.N.C. (France) used under license.

© 2014 Yoplait Canada


About Tribal Worldwide

Tribal Worldwide, a global creative agency, draws on its expertise in digital innovation as well as its heritage of creativity and insights to craft effective marketing solutions that connect brands to people.  Founded in 2000, Tribal Worldwide consists of 60 offices in over 42 countries with headquarters in New York, NY.  In 2013, Tribal Worldwide was awarded Webby Agency of the Year and the network’s Canadian offices, in Toronto and Vancouver, was ranked #18 in the 2013 Gunn Report’s Most Awarded Digital Agencies in the World listing as well as the #1 Agency in Canada designation.  Tribal Worldwide’s Canadian operation was also honoured with strategy magazine’s Digital Agency of the Year award in both 2012 and 2013, and was named Top Creative Agency in their 2014 Creative Report Card.


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Paige Calvert