Dive Brief:

• Nature's Bakery created a new content marketing program targeted at families that are looking for things to do together while home during coronavirus school closures, the company shared with Marketing Dive.
• The Snack Sized Adventure campaign is centered around a website with game ideas for kids stuck at home. The site includes a digital book titled "What on Earth should I do with my kids?" that features suggested activities and items from the Nature's Bakery line of snacks.
• The effort is using paid and organic social media, programmatic native, sponsored content and an influencer program to promote the message. It was created by agency Red Tettemer O'Connell + Partners (RTO+P)​.

Dive Insight:

Nature's Bakery is taking advantage of the fact that parents around the globe are trying to figure out how to entertain and teach their homebound kids as they themselves work remotely during the coronavirus pandemic. The new website looks to meet this challenge by offering parents game ideas and promoting messaging around the brand's snack products. 

Consumers are now limiting their non-essential purchases, but stockpiling snacks and groceries. Nature's Bakery could tap into this type of buying behavior as consumers look for brands to respond to the coronavirus pandemic by offering hopeful messaging or useful tools for navigating the situation.

View this post on Instagram

Wondering how to keep your kids busy with schools closed!? ???? We’ve got your back! ???? _ ✨Introducing #SnackSizedAdventures: bite-sized activities to help your fam take a break from screens and couches in exchange for a little fun and together-time. ????‍????‍????‍???? _ Here at Nature’s Bakery, we care about your nutrition *and* your well-being. So we created an activity generator filled with 100+ ????indoor and ☀️outdoor ideas (mindful of social distancing) for a feel-good dose of tech-free fun! _ Ready to start adventuring at home? ???? Swipe through for a sneak peek, then check out our #linkinbio to get started! __ Hope these activities add some smiles—and family fun!—to your days.???? #WeGotYou

A post shared by Nature's Bakery (@naturesbakery) on Mar 25, 2020 at 9:04am PDT

The company's social media push comes at a time when consumers are also actively sharing educational videos from libraries, museums and aquariums, as well as parenting blogs, with their networks. The Nature's Bakery content offers tips to help families pass the hours, a content strategy that seems to be banking on an increased interest in online educational programming.

With each activity idea, the brand is also promoting various snacks, from brownies to fig bars. If the content takes off, the company has an opportunity to get in front of a critical target market — families that have a higher demand for snacks as they practice social distancing and spend all day at home.