Crunch the Crumble
Nature Valley bars are known for their loud crunch when biting into them, followed by their classic crumbliness
Biting into a Nature Valley bar is more than just snacking; it’s a loud crunching sound that activates the crumbly nature—a full-on experience unmatched by any other snack. So let’s celebrate the crunching and crumbling phenomenon and crunch the crumble.
Print ads gotta’ be loud and bold like this notoriously messy snack.
Our billboards shall be placed in spaces with cleaning solutions for the granola obliteration that may occur in the car.
Lots of ski resorts hand-out Nature Valley bars to those about to shred the mountain. So we’re reminding them to shred the granola too.
Short, odd clips are just close-ups of mouths crunching on Nature Valley bars. Why? Because the crunch and crumble is what it’s all about.
It’s the Snapchat game where players must catch the crumbs with their mouths. Move your head side to side so you don’t miss them.
We’re partnering with Dirt Devil so crumb-makers can clean up their granola crime scene. It’s the mini vacuum that perfectly holds the exact amount of crumbs from your Nature Valley bar.
Crunch+crumble= crunchle. So we’ve placed soundproof Crunchle Pods with crumb-cleanup surfaces throughout libraries and churches so people can continue snacking, now more conspicuously.
Breadcrumb-like trails of floor ads lead pedestrians to a crumb-ified foam “ball pit” in the middle of Union Station.
Crunch the Crumble
Art Director: Emily Devery