Dive Brief:

• General Mills brand Nature Valley yesterday (Aug. 2) launched its back-to-school rewards program on TikTok to give users the chance to win free back-to-school gear, according to a press release.
• To be eligible, users must add the hashtag #ReTokForNature on a video showcasing their sustainable efforts. If selected, they will receive a promo code granting them access to Nature Valley’s “ReTok Shop,” featuring items from brands like L.L.Bean and Stasher. Users can win up to three free items through Sept. 11.
• To promote the program, Nature Valley is partnering with popular TikTok creators who also focus on sustainability. The move signifies a potential theme in back-to-school marketing as consumers push for eco-friendly products.

Dive Insight:

Sustainability is a growing buzzword for consumers this back-to-school season, among other priorities that include durability, value and mental health — making for an aptly timed push by Nature Valley. Fifty percent of parents of K-12 students report they will choose environmentally friendly or responsibly sourced products when possible, according to a 2022 Deloitte back-to-school survey.

Through the contest, users have the opportunity to win Nature Valley branded items and equipment like backpacks and water bottles, with entry to the online shop reliant on use of the hashtag. The contest allows the company to key in on conscious efforts consumers commonly engage in to help further cater its marketing. Plus, the move to give away items for free may entice those who are concerned with pricey back-to-school spending predictions.

Partnering with popular brands like L.L. Bean and Stasher could help elevate Nature Valley to more premium shoppers and gain additional loyalty from its existing consumers. The latest push follows previous efforts by the brand to go green. In 2021, it released its store drop-off recyclable plastic wrappers for its Crunchy granola bars, which it said was the first of its kind in the space. Further, the company pledged to create fully recyclable packaging by 2025.

Following suit to the growing interest in influencer marketing, the brand called on popular sustainable creators Stephen “tWitch” Boss and Allison Holker-Boss, known for their professional dancing skills. Over time, various creators will introduce new items to the shop paired with themes around reduce, reuse and recycle verbiage and users can win one free item per phase.

Nature Valley describes its latest effort as the first “one-for-one” sustainability rewards program on TikTok, representing a growing interest by brands to market themselves on the ByteDance-owned platform. Other CPG’s have begun exploring the space in their own ways, including Pure Leaf, which this week launched its TikTok “hotline” with singer and actress Coco Jones to give women advice as a way to promote its new Subtly Sweet Lower Sugar Iced Teas. In March, Pepsi used the platform to promote its Nitro Pepsi by partnering with TikTok star Khaby Lame, known for his silent reaction videos.