On Thursday, August 4, Be Natural cereals and snacks created a live experiential event to launch the Be Natural Landcare 2011 grants program as part of Be Natural’s ongoing partnership with Landcare Australia.

The event, organised by Zing, was the largest activation Be Natural has done to date, and saw Martin Place given a dramatic green makeover, with the traditionally modern urban setting transformed into a native Australian bush site. Morning CBD commuters were surprised to find the transformed space and were invited to stop for a bowl of Be Natural cereal or have a Be Natural snack on the run.

The event was designed to create awareness for Be Natural’s support of the Landcare movement by representing the great work that the Be Natural grants assist volunteer based Landcare groups to do.

Sydney city commuters took a moment from their busy mornings to stop for a bowl of Be Natural and enjoy the efforts of Landcare ‘greenery’

The Be Natural Landcare grants program launch cements the partnership between the brand and the not-for-profit organisation. Be Natural is passionate about living more naturally and believes in time spent outdoors and making a difference, and so have looked to Landcare Australia to help take the first small steps towards making an ongoing contribution to Australia’s landscape and natural environment.

Be Natural marketing manager, Nik Scotcher, sees a natural fit between the Be Natural brand and the Landcare movement.

“Be Natural values our planet as precious and greatly admires the work that is being done by Landcare groups all over Australia. We are excited to be able to assist these local groups to continue to protect and restore their local environments through our ongoing partnership with Landcare Australia”.

Australian Pro Surfer Beau Walker helps transform Martin Place for Landcare and Be Natural

Landcare Australia CEO, Heather Campbell, welcomed the opportunity to raise awareness of the Landcare movement in such a highly urbanised location.

“It was great to see a visual representation of one of the types of projects Landcare groups work on sitting in the middle of Martin Place. Hopefully it will make people more aware of the tireless work that goes on across the country protecting and restoring our natural resources by a community of dedicated volunteers.”

It saw thousands of commuters stroll across woodchip pathways and take in the beauty of indigenous plant life, and the message was spread beyond Martin Place.

The Be Natural and Landcare Australia partnership moves Be Natural from a brand providing natural food, to a brand that promotes natural living. The partnership allows Be Natural to engage with consumers who share a similar holistic view to leading a more natural life, and are concerned with preserving our environment for future generations.

To see how Sydney’s Martin Place was beautifully transformed for this unique event click below: