Nature Valley makes nature delicious in new commercials

Nature Valley’s new campaign, We Make Nature Delicious, which marks the brand’s first work with The Martin Agency and introduces a playful new creative identity.

This campaign reimagines Nature Valley’s signature backdrop of the outdoors with a whole new spin. We find friendly forest creatures drooling all over themselves for Nature Valley’s crave-worthy ingredients. From creamy peanut butter and rich chocolate to the signature crunch of granola. Across the series of spots, Nature Valley dramatises the irresistible appeal of its full portfolio, positioning the brand as the perfect balance of hearty and delicious.

While Nature Valley has always been grounded in nature and real ingredients, this campaign expands the spotlight to showcase the brand’s full portfolio in a fresh, craveable way. Each bite is amplified (think: the snap of a bar breaking, and the indulgent pause that follows), creating moments designed to make viewers’ mouths water. It’s a fusion of product focus and brand heritage, reinforcing Nature Valley’s nature-born roots while showing how the goodness of nature can be undeniably craveable.

The craft is central to the storytelling. Rather than relying on CGI, the campaign was built through handcrafted puppetry in collaboration with some of the UK’s most renowned artists, whose credits include Labyrinth, Alice in Wonderland, and The Muppets. 

Each animal features its own unique look, personality, and backstory. Possum puppets had to be created by artists who’ve never seen a possum, as none exist in the UK. Voice actors performed live alongside puppeteers on set, adding charm and humor that make the world feel alive. The creative is as tactile and distinctive as the bars themselves, giving Nature Valley a fresh creative identity that feels irresistible and witty, while also being handcrafted and full of character.