To develop its upcoming race sponsorship campaign, Nature Valley has enlisted Dual Action Blender. The Nature Valley campaign will promote the brand’s sponsorship of the second leg of the Run Rio Trilogy set for May 30, 2010.
Runners of Leg 1, held last February 21, 2010, got first glimpse of “Run, For Nature, Run!”. The campaign encourages runners to join, not only for the run itself, but for the cause behind it. Nature Valley’s commitment is to have one tree planted for every runner who sign ups for Leg 2.
“Since its creation in 1975, Nature Valley has always been an advocate of the outdoors and the lifestyles associated with it. Supporting the environment is in the brand’s DNA,” points out Tess Panganiban, General Mills Philippines managing director.
Ricky Santillan, Dual Action Blender’s Head of Creative, adds, “General Mills invited us to the pitch a week and a half ago. We presented four days later and had two days to develop initial materials. But from the get go, we had a clear vision of how Nature Valley should tackle the campaign which helped us move through this so quickly.”
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The first set of materials establishes the “one runner = one tree” premise using tree shadows as visual metaphors. People are also invited to guess which celebrity runner will partner up with Coach Rio for the second leg of the race.
More campaign elements will unfold over the next two weeks in the run up to the race. That should keep the runners, well running.
Diana Lyn Velasco, Assistant Brand Manager of Nature Valley, concludes: “Last year’s tragedy with Ondoy, Pepeng and Santi was a reminder to all of us to take care of the environment. We Filipinos showed ‘bayanihan’ and love for our fellow countrymen when those typhoons struck the country. On May 30, 2010 we can show to the whole world that Filipinos can be united again – to run and make a difference.”
Visit www.dualactionblender.com for more details.
adobo magazine. The Word on Advertising.
