Nature Valley created a first-of-its kind, digital, commerce-enabled experience leveraging the data of a historic United States Mint initiative: The America the Beautiful quarters collection. This unexpected partnership turned americans everyday money pieces into savings on a favorite snack brand and outdoor adventures at 56 of America’s National Parks.

Enhanced through intimate knowledge of the consumers day to day life, digital habits and media consumption. With a precision targeted omnichannel plan leveraging audience and retailer first-party data resulted in a creative and effective Nature Valley campaign at Kroger chain of grocery stores.

The U.S. National Parks:

With endless natural beauty, unique geological features, diverse ecosystems, and recreation. Despite being accessible to millions, in 2022, Park attendance was down 25%

No outdoor adventure meant no Nature Valley:

The first on-the-go granola bar to be introduced to Americans, made to be eaten outside, needed more consumers. Despite being a go-to snack for many years, the brand was seeing consumption declines and losing relevancy. Their long existing partnership with The National Parks was prime to help Americans learn more about and spend more time in nature while eating more Nature Valley.

The "America the Beautiful" Quarters:

Launched in 2012, these 25c pieces (19 billion in circulation) commemorating the parks, that the U.S. Mint had already produced, were effectively 10 years’ worth of potential coupons. Already in millions of peoples’ pockets, Nature Valley just needed to set up the rewards.

Adventure Quarters.

A data enhanced, mobile-first experience that turned 19 billion coins into Parks passes and Nature Valley product discounts. Raising awareness and encouraging Americans to support America’s National Parks

Just go to adventurequarters.com, scan any special edition America the Beautiful quarter, and see it come to life; Learn about the National Parks and win a National Park pass to promote tourism and conservation.

Consumers also get a quarter discount (25%) on their favorite Nature Valley products. Meanwhile, Nature Valley planned a donation to the National Parks Foundation to protect the Parks experience for future generations of visitors.

Bring the best of nature out, with every click and every bite.

To bring Nature Valley and the U.S. Mint’s existing initiative into focus, Nature Valley teamed up with respected and well-known brands that could help get more Americans into The National Parks - The National Parks Service (nature advocate) and The Kroger Company (U.S. food retailer). Both brands have high affinity among Nature Valley’s target consumer, The Balance Creator. Balance Creators prioritize engaging in experiences that feed their families sense of wonder, with 49% saying they use digital media to unite their family. Balance Creators are actively engaged in social platforms throughout their day with 57% reporting that they would feel more connected with access to social media. While they seek out ways to create more time in nature, they are still always accessible through their various devices. Adventure Quarters strategy leveraged diverse omnichannel touchpoints to achieve high engagement.

Balance Creators engage on various devices throughout the week, with reported 10-20 hours on their mobile devices, 3-5 hours on their desktop devices, and 1-3 hours per week on their TV devices. As such, Nature Valley ensured a robust targeted omnichannel creative presence. Surrounding media consisted of 11 separate touchpoints ranging from TV retargeting, where consumers were targeted on their mobile devices based on the ads they’d been exposed to on their TV, animated paid social, influencers, animated display ads, and in-store print signage that had a scannable QR code. Once onsite, adventurequarters.com allowed consumers to engage with an interactive map of the Parks with information and a link to learn more and plan a visit. They could also use their quarter to digitally clip a coupon for their favorite Nature Valley products, with all engagement data collected by Nature Valley.

In less than one month, Nature Valley is approaching 6:1 ROI while creating tens of thousands of new nature advocates.

The campaign has been active since April 1, 2022, and media has already driven 15,000 unique visits to adventurequarters.com, with an overall 31MM total impressions. On average, consumers are spending 7x more time on adventurequarters.com than the media benchmark, and all performance metrics are meeting or exceeding benchmarks across mobile offsite, paid social, and email. Social media influencers are experiencing strong click through rates with 100,000 engagements to date on 26 pieces of content. Over the first two weeks of the campaign alone, Nature Valley saw a +28% dollar sales lift at Kroger stores versus year-ago, approaching a 6:1 ROI. Nature Valley has also committed a donation of $15,000 to the National Parks Services for restoration and preservation of America’s Parks for generations of Balance Creators to come.