Engaging consumers in a range of different environments using branded hit squad teams and roadshow as part of the nationwide Olympic Torch Relay Tour
Three routes were chosen to distribute five million bars across a three-month period: on the Olympic Torch Relay route, at railways stations and via regional hit squads.
Nature Valley was the only Tier 3 sponsor to have an experiential set as part of the Torch Route Celebration Sites – a “Hay Bale Hurdle” Barn where friends could race against each other in the style of the brand ATL.
The sampling team distributed samples to a number of high-profile visitors including, Cliff Richard, Kelly Holmes, The Wanted, Amir Khan, Will.i.am & many more.