Nature Valley has unveiled a whimsical new brand platform called “We Make Nature Delicious.” In its first collaboration with The Martin Agency, the beloved granola bar brand broadens its focus beyond the iconic Crunchy Bar and into an entire lineup of snacks. The result is a charming campaign that brings a cast of puppet woodland creatures to life in the great outdoors, mixing playful storytelling with mouth-watering product shots. It’s a fresh creative direction for Nature Valley – one that leans into tactile craft, humor, and the joyful premise that nature’s goodness can be truly delicious.
A Forest Feast of Flavor and Fun
Set against a lush forest backdrop, the ads introduce friendly animal puppets who literally can’t keep their paws off Nature Valley’s granola bars. Filmed in the rolling green English countryside, each spot shows these furry characters drooling over the brand’s crave-worthy ingredients – from creamy peanut butter and rich chocolate to the signature crunchy oats. In one scene, a peanut-butter-loving bear is mesmerized by a Nature Valley bar, while in another a couple of mischievous squirrels (or even a curious possum) scramble for a taste. These humorous vignettes dramatize just how irresistible the snacks are, positioning Nature Valley as the perfect balance of wholesome and delicious. The campaign deftly highlights why people crave Nature Valley bars: they hit that “sweet spot” between feel-good ingredients and big flavor.
Handcrafted Puppets Bring Whimsical Charm
Instead of slick CGI animation, handcrafted puppets take center stage – and their tactile charm makes all the difference. The Martin Agency teamed up with renowned puppetry artists (veterans of films like Labyrinth and The Muppets) to build a gang of adorable forest critters by hand. Each puppet has a unique look and personality, from fuzzy squirrels with twitchy noses to wide-eyed raccoons with imperfect, endearing movements. This old-school craft gives the commercials a nostalgic, storybook feel: you can see the wind ruffle the puppets’ fur and almost feel their enthusiasm as they eye those granola bars. In fact, one puppet possum had to be designed by UK artists who’d never seen a real possum – adding an extra layer of quirky authenticity! Every creature is brimming with character, helping create a memorable, character-driven narrative for the brand.
Witty Voices and Cinematic Scenes
Bringing these puppets to life on screen was a true production adventure. Director Ulf Johansson (known for the Mountain Dew ad), a veritable “puppet whisperer,” shot the campaign on location in Dartmoor National Park – an area whose emerald valleys and golden light make the perfect natural palette for Nature Valley’s colors. The cinematography is rich and vibrant, pulling out all the greens and yellows of the landscape to echo the brand’s packaging and outdoor heritage. Despite some challenging British weather (think swirling fog and sudden rain on shoot day), the team powered through to capture authentic woodland scenery. Voice actors performed live on set alongside the puppeteers, lending witty voiceovers and comedic timing to each creature’s antics. This playful character writing – from a squirrel’s exaggerated gasp to a bear’s blissful sigh – infuses the ads with a warm, self-aware humor. The tone stays lighthearted and fun, giving the spots a real charm that sets them apart from more traditional, serious nature ads.
A Bold New Identity Rooted in Nature
At its core, “We Make Nature Delicious” is about reimagining how Nature Valley presents its better-for-you treats. The brand has long been associated with the great outdoors and whole ingredients, but this campaign turns that up a notch with a bold, flavorful twist. By using cheeky animal characters and delightful visuals, the ads convey that Nature Valley offers snacks you feel good about and love to eat. “Nature makes us better” has been a past mantra for the brand – now, the message evolves to nature can be deliciously fun too. It’s a strategic move to appeal to today’s consumers who want both nutrition and enjoyment from their snacks. According to the team behind the campaign, Nature Valley’s new creative identity is “fresh, funny, and flavorful” – all while remaining grounded in the brand’s natural roots. The commercials manage to celebrate the brand’s heritage (those oat-filled bars born of nature’s bounty) even as they wink at a modern truth: sometimes even a grizzly puppet or a chatty critter just can’t resist a tasty granola bar.
Rolling Out the Puppet Red Carpet
Nature Valley’s puppet-filled campaign officially launched on October 8, 2025, and it’s rolling out in phases. The first wave of 30-second and 15-second spots is hitting TV, online video platforms, social media, and digital displays, ensuring these adorable creatures find their way to a wide audience. A second wave of content is slated for October 14, 2025, with the whole campaign expected to run well into 2026 – meaning these forest friends are here to stay for a while. The multi-channel rollout underscores how important this new platform is for General Mills: it’s not just a one-off ad, but a long-term brand refresh. As more installments arrive, viewers can likely look forward to meeting new puppet personalities and more clever scenarios in the wild. Who knows which talkative animal might pop up next in Nature Valley’s enchanted forest? One thing’s for sure: with its combination of lush cinematography, imaginative puppetry, and witty storytelling, Nature Valley has made nature deliciously entertaining – and made granola bars feel like the star of a fun woodland adventure.
