BEAR, the number one brand in Kids Fruit Snacking, is bringing back its wildly popular partnership with the world-renowned Natural History Museum in London for a second year running, with an on-pack promotion across its bestselling BEAR Yoyos multipacks. The campaign will give families the chance to win tickets to the Museum’s sell-out Dino Snores for Kids sleepovers – offering a rare overnight adventure.
Landing in multiple grocery and convenience stores from early May and open to families with curious cubs aged 7-11, the partnership builds on the roaring success of last year’s sell-out campaign, which saw a +29% uplift in new customers and +7.6% growth in unit sales.
To drive even greater momentum and growth in-store, this year’s partnership steps things up a gear, with refreshed packaging for stronger standout on shelf, and a playful promotion designed to re-engage loyal BEAR fans while attracting new shoppers to fixture. The campaign is set to inject fresh energy into the kids’ fruit snacking aisle, boosting footfall and fuelling incremental sales. Entry is quick and easy: shoppers simply purchase a pack of BEAR Yoyos and scan the QR code on-pack to enter online.
As with last year’s campaign, families will get the chance to win a dream-come-true overnight adventure at the Museum, and this year, there’s a brand-new twist. For the 2025 summer experience, the sleepovers on 20 June, 18 July and 22 August introduce a hands-on night-time mission where young explorers hunt for dinosaur bones and work together to rebuild prehistoric skeletons. The activity is guided by the all-new BEARilliant mini Beasts theme cards found in the new BEAR Strawberry Yoyos Grab Bags, packed with fun and fascinating clues.
A total of 12 lucky families will win two tickets for this unforgettable sleepover. Each prize offers the full overnight adventure – including a torchlit trail – which promises young cubs and their grown-ups plenty of mischief after dark, blending snack time and discovery into one naturally fun, interactive experience from dusk through to breakfast.
On top of that, 4 of these 12 ticket pairs are VIP prizes, offering even more magic, with special perks such as a cooked breakfast and a morning animal-handling show.
Returning favourites like the Torchlit Trail, plus sampling stations, are sure to delight visitors. VIP ticketholders can also enjoy the added bonus of access to the VIP area, Camp BEAR. Guests should also keep their eyes peeled for the life-size cutout of BEAR’S ‘Wildly Irresistible’ mascot popping up. It’s a campaign rooted in discovery – and powered by play.
Jo Agnew, marketing director at Natural Foods UK, says: “Following the incredible response from families and retailers last summer, we’re excited to be bringing this campaign back for another year, doing things even bigger and better, so that more of our customers have the chance to get involved. At BEAR, we only use natural ingredients and 100% real fruit, so partnering with the Natural History Museum, an organisation that shares our passion for the natural world, is a great fit.
“This year’s activation also brings our Wildly Irresistible marketing campaign to life in a fun and engaging way, with pop-up appearances from BEAR’s new mascot in life-size cutout form transforming the experience into a real-life scavenger hunt.
“Giant BEARilliant Beasts theme cards featured throughout the museum are inspired by the collectible cards in our BEAR Yoyo packs. Through the BEAR Adventure App, young cubs also have access to our popular Dinosaur Detective content – where they can sink their claws into ferocious facts from palaeontologist Ben Garrod, and discover their very own dinosaur-hunting toolkit. Our latest activity is designed to amplify the launch and wider campaign at scale, while driving brand engagement both in-store and beyond.”
Adam Farrar, Director of Commercial and Visitor Experience at the Natural History Museum, says: “We’re delighted to continue partnering up with BEAR Snacks on our Dino Snores for Kids sleepovers for a second summer. The relationship makes perfect sense, creating even more opportunity to share the wonder of the natural world with young minds across our audiences. Together we aim to fuel and inspire the next generation to become advocates for our amazing planet.”
With over six million curious minds visiting annually, the Natural History Museum has a vision for a future where both the planet and people thrive. Over the summer, BEAR will be integrating activities into the Museum’s Dino Snores for Kids sleepovers on 20 June, 18 July and 22 August, bringing together their audiences and helping to share the wonder when it comes to the natural world.
The Natural History Museum on-pack promotion will run across all BEAR Yoyos multipacks in multiple grocery and convenience retailers from 1st May.
