Green Giant plans to be the only canned vegetable brand on UK national TV with a new burst of advertising for sweet corn that kicked off on a number of terrestrial and satellite channels in January, and continues throughout the year.
The successful “Grow up” advertising campaign will promote the nation’s favourite sweet corn brand to over 38million* consumers as part of a £4 million marketing investment for Green Giant sweet corn in 2010.
The renowned advertisement features two young boys sitting at the kitchen table having a discussion of “you are what you eat”. The advertisement is as relevant as ever as it highlights the win- win nature of Green Giant Sweet corn e.g. children love eating it and it counts for one of their recommended five a day serving of fruit and vegetables.
According to Ed Culf, marketing director at General Mills UK, “As Green Giant strives to become the beacon brand in canned vegetables with 96%** total brand awareness and a 64.7%*** share of the canned sweet corn category, we are committed to ensuring that Green Giant continues to drive consumer demand for sweet corn and build on the 13.6% *** value category growth achieved over the last year.”
* UM Nov 2009
** Brand Equity Monitor 2009
*** IRI Value Sales w/e 28th November 2009
General Mills UK
Tel: 01895 201100