Nature Valley inks festival deal with Bear Grylls

Nature Valley from General Mills has announced it has become the founding title partner of new immersive experience, “Nature Valley Gone Wild Festival with Bear Grylls”, this summer in a partnership designed to further build on the leading snack bar brand’s #GetOutMore mission.

Spread over four days, the event is a family friendly festival created with legendary outdoor adventurer Bear Grylls and his team aimed at adults and children aged 6-18-years, with an schedule that includes wakeboarding, off-road buggy driving and talks from world-famous explorers.

Nature Valley’s “Get Out More” philosophy is that we all need to step away from the screen, go outside and connect with nature, whether that’s a hike in the outdoors, a swim in a lake or simply trying things out of our comfort zone. Since launching in 2019, the campaign has reached more than 50 million people. The new Gone Wild collaboration aims to expand this further as part of the Bear Grylls team’s endeavour to reconnect families in a safe outdoors environment.

Due to take place this August Bank Holiday at Powderham Castle in Devon, the festival will see Mel C, Scouting For Girls and Morcheeba headline, along with Kaiser Chiefs, Razorlight and Ministry Of Sound Orchestra. Younger guests will be able to enjoy CBBC favourites, Andy & The Odd Socks and Dick & Dom.

“We’re really excited to team up with Gone Wild to fuel festival goers this August Bank Holiday Weekend,” said Adrienne Burke, Marketing Manager, Snacking at General Mills. “We are thrilled to be building this unique outdoor experience together at Nature Valley Gone Wild with Bear Grylls for the coming years.

“This partnership is part of a £2 million investment into our 360˚ ‘Get Out More’ campaign, due to go live in July, and aims to build connection between our Nature Valley range and UK families.”