Even Puppets Can’t Resist a Taste of Nature Valley

​The Martin Agency chose the English countryside as the perfect backdrop for its first piece of work for Nature Valley. Introducing a new creative identity for the brand, the campaign titled ‘We Make Nature Delicious’ introduces a gang of friendly forest creatures who are desperate for a taste of granola.

The campaign reimagines Nature Valley’s signature outdoorsy identity that’s grounded in nature and real ingredients to spotlight the brand’s entire range of products in a humorous, relatable way.

“When people think of Nature Valley, they immediately think of our iconic Crunchy Bar. Our challenge to The Martin Agency was to find a way to make our brand even more relevant to consumers and showcase all of the different bars we offer,” said Ray Joncas, vice president and business unit director for bars at General Mills, speaking with LBB. “The goal wasn't just awareness – we needed to connect with an emotional truth to help consumers think of Nature Valley differently.

“Martin came back with a playful, character-driven campaign that doesn't just talk about our products. It highlights why consumers crave them: because Nature Valley offers the ‘sweet spot’ of taste you feel good about and irresistible flavours. It’s a bold new creative identity for Nature Valley – fresh, funny, and flavourful – yet still grounded in the brand’s roots in nature,” explains Ray.

Staying true to the brand’s identity was a key consideration for The Martin Agency’s creative director Lindsey King and associate creative director Natalia Davila. “The brand has always used nature as a backdrop and it was important to keep that consistency as we were introducing new products,” they explain. “But we did evolve it through cinematography and colour, bringing out the spectrum of greens and yellows found in nature to emphasise the brand’s colours, while working to push the humour to be a little bolder and quirkier.”

The campaign is designed to appeal to increasingly health-conscious consumers looking for nutrient-dense, protein-filled treats, alongside those just looking for a tasty snack. It marks an extension of the brand’s messaging, Ray notes, “We’ve evolved our messaging to reflect the dual desire for better-for-you snacks and delicious flavour.”

The Martin Agency opted to use puppets to bring Nature Valley’s ‘irresistible’ appeal to life. It was a decision inspired by their endearing charm and tactile quality, according to Lindsey and Natalia. “To us, there was something so charming about a puppet, before it even opens its tiny animatronic mouth, it already has character – in the way it moves, its eyes, its imperfect gestures, even its fake fur blowing in the wind – that tactile quality almost feels more real than a hyper-realistic, beautifully done CG animal.”

They worked with director and puppet master Ulf Johansson, and production company Smith & Jones to bring their vision to the screen, filming in Dartmoor National Forest and dealing with some stereotypically English weather that failed to dampen the mood when a category two storm blew in on the first shoot day. “The wind was whipping, there was fog and rain, and yet, the crew kept going with smiles on their faces,” say Lindsey and Natalia.

Production was a team effort, with a surprising number of people required to manoeuvre each animal. “There’s one dedicated to the right arm, one for the left arm, even one for the eyes. It’s truly an art form and, honestly, we may have to write puppets into every script we do moving forward,” add Lindsey and Natalia.

‘We Make Nature Delicious’ rolls out in phases across POLV, display, linear, and social, with a second wave launching on October 14, running through 2026. “The campaign has so many legs – literal furry legs. Who knows what talking animal puppet we may meet in the forest next.”