Nature Valley merges in-person and virtual experiences to help audiences escape

During the pandemic, millions of Americans turned to the outdoors to escape their homes-turned-workplaces and find socially-distanced, safe activities. Pastimes such as camping saw an upswing in popularity. Workers fled the city for vacation rentals in the countryside.

And with the pandemic once again forcing consumers to rethink their plans, one brand is trying to offer more of the outdoors, even for audiences unable to access the real thing.

Nature Valley, the granola bar brand, crunched some data to learn that despite the proven mental health benefits of being outside, the average American spends only 10% of their entire life outdoors. To help Americans get outdoors, or at least enjoy a bit of alfresco flavor, Nature Valley launched its “Take In The Outdoors” campaign.

The brand created the first ever “nature commute”—bringing an immersive experience to cities like L.A., New York City and Chicago with multisensory activations, such as a bike shelter covered with living plants.