Nature Valley has a fresh, creative identity, and a furry fan club to match. In its first outing with The Martin Agency, the brand rolls out “We Make Nature Delicious,” a character-driven campaign set in the English countryside where a cast of puppet woodland creatures can’t keep their paws off granola.
Long known for the iconic Crunchy Bar, Nature Valley tasked the team with broadening the story to its full lineup. The answer: lean into why people actually crave the bars, the “sweet spot” of feel-good ingredients and big flavor, and do it with humor. The look evolves the brand’s outdoors DNA with richer cinematography and a palette that pulls the greens and yellows straight from the landscape, while the tone goes quirkier and more self-aware.
Instead of CG, the creatives chose puppets for their tactile charm—wind-tousled fake fur, tiny animatronic blinks, delightfully imperfect gestures. Director/puppet whisperer Ulf Johansson and Smith & Jones shot in Dartmoor National Park, powering through classic British weather (fog, rain, gusts) with a sizable on-set team: separate puppeteers for arms, eyes, and micro-expressions brought each creature to life. Watch below:
The work aims squarely at today’s snackers—those who are as eager to find protein and real ingredients as they are to find flavor, reframing Nature Valley as both satisfying and smart. Phase one rolls out across TV/OLV, social, and display, with wave two launching on October 14 and running through 2026. Translation: plenty of time to meet more talkative forest “friends.”
As the brand puts it, this is Nature Valley turned up, still rooted in nature, now told through characters you’ll want to share your snack with… if they don’t beat you to it.
BRAND: Nature Valley
- Ray Joncas, Business Director
- Kristin Atherton, Brand Director
- Taylor Roseberry, Brand Manager
- Danny Peters, Associate Manager
- Mike Churchill, Executive Producer
- Jorge Robles, Head of Marketing
AGENCY: The Martin Agency
- Danny Robinson, Chief Executive Officer
- Jerry Hoak, Chief Creative Officer
- Ashley Marshall, Executive Creative Director
- Anne-Marie Hite, Group Creative Director
- Lindsey King, Creative Director
- Natalia Davila, Associate Creative Director
- Rique Santiago, Head of Design
- Mark Brye, Design Director
- Brett Alexander, Head of Production
- Nicole Lederman, Executive Producer
- Mel Calabro, Content Producer
- Suzanne Wieringo, Business Affairs Director
- Kelly Clow, Finance
- Walker Teele, Vice President
- Chuka Schneider, Group Account Director
- Sophie Wolf, Account Director
- Salem Nippa, Account Supervisor
- Heather Haynes, Account Executive
- Karen Gates, Vice President
- Angela Hopgood, Project Manager
PRODUCTION COMPANY: Smith & Jones
- Ulf Johansson, Director
- Philippa Smith, Executive Producer
- Andrzej Sekula, Director of Photography
- Steve Smithwick, Production Designer
- Nico Ghirlando, Food Stylist
POST/VFX: Framestore
- Kamen Markov, VFX Supervisor
- Gary Brozenich, Shoot Supervisor
- Humberto Reynaga, Head of Production, Post
- Paul O’Brien, Flame Artist
- Vinny David, Compositing
- Jack Pond, Compositing
- Maxime Pillonel, Compositing
- Daniel Ravanelli, Compositing
- Niki Ryan, Compositing
- Alexia Paterson, Executive Producer
- Ben Stell, Producer
- Shadi Ebrahimi, Coordinator
- Maya Manor, Post Production Assistant
POST/VFX: Royal Muster (Color)
- Roslyn Di Sisto, Colorist
- Celene Curlee, Color Assistant
- Abby Dougherty, Color Assistant
- Diane Valera, Head of Production
- Thatcher Peterson, Executive Producer
EDIT: EXILE
- Katie Turinski, Editor
- Melanie Newton, Edit Assistant
- Sophia Mosner-Koor, Producer
- Sarah Cassell, Executive Producer
- Sasha Hirschfeld, Executive Producer
MUSIC/SOUND: String & Tins
- Drew Fischer, Sound Designer
- Dennis Samatulski, Sound Post Production
MUSIC: Consortium
- Seth Olinsky, Composer / Creative Director
- Justin Miller, Composer
- Maggie Flatley, Post Production
- Lauren Chambers, Music
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