Oct 17, 2016 • By

In Israel, the lion roars for Nature Valley

The bars are found in backpacks, school lunches and gym bags around the United States. But Nature Valley is hardly just a domestic brand for General Mills.

We debuted the Nature Valley Popcorn bar in Israel last November. It quickly became a favorite, particularly for snack-loving consumers who wanted to control their weight.

In popcorn cranberry and yogurt, and popcorn peanut and sunflower seeds varieties – the bars were the first Nature Valley product in Israel to contain fewer than 100 calories.Nature-Valley-Israel-Popcorn-Bar

An ad campaign for the new product line included a television commercial, digital advertising and a big presence on social media. Within a month of launch, the two new popcorn bars ranked in the top 10 best sellers among snack bars in Israel.


Which led to the “Roaring Lion,” a prestigious public relations award for what was an outside-the-box cinema-themed marketing campaign around the bars.


It centered on two cinema-related events.

The first was a media conference that took place at a theater featuring “Burnt,” a movie starring Bradley Cooper as a culinary chef seeking redemption.

Weeks later, Nature Valley sponsored the Israeli premiere of the family movie “Capture the Flag.” Audience members included a number of celebrities, bloggers and their children, many of whom talked about the snacks while being interviewed on a popular television show.


Those efforts resulted in the “Roaring Lion,” presented in Tel Aviv. The Israel Spokespersons and Public Relations Association presents the award to recognize the best marketing campaigns of the year.

We shared the award with our longtime public relations firm Harel Moradi.


“It was a great honor,” says Yfat Deleeuw, retail marketing manager for General Mills Israel. “Our team was excited to be recognized for a memorable and successful campaign that launched the Nature Valley Popcorn bar. We are proud to be part of General Mills in bringing new spirit and innovation.”

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