KelleyDeveny
"GIANT"
Insight: Green Giant offers accessible, fresh vegetable products – but is in need of an update to stand out on grocery store shelves.
Audience: Individuals ages 18-30 who have relatively low incomes and often overlook canned and frozen vegetables as a way to eat healthy at a low cost.
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Concept: Giant: the brand re-launch.
OOH
To us, "giant" is much more than a cartoon character.
It’s a state of mind.
It means never falling short on nutritional value or taste just because our produce is canned or frozen. By ensuring all of our vegetables go through an ultra-simplified blanching process, we lock nutrients in for the long run, and pack taste and flavor with every seal.
And, it means that freshness is a big (no, GIANT) deal.
So as we re-launch our brand, we are going to re-define what giant means. It is not a cartoony relic from the 50’s…it’s a statement of what we believe in terms of how we serve up freshness, flavor, and nutrition in 2024.
Mini-festo:
Packaging Re-Design
Details matter. Like the freshness, nutrition, and flavor that get locked into every Green Giant can. So we’ve redesigned our packaging to bring the spotlight back to the veggies, zooming in on the little details that make a giant difference to your taste buds.
Activations
Cans with Herb Seeds
Limited-edition Green Giant cans will come with packets of herb seeds that pair perfectly with each veggie. Consumers can can grow herb plants in the comfort of their own kitchen, right out of the empty Green Giant can.
Chives and corn, thyme for carrots, and rosemary with broccoli – achieving giant flavor in every bite has never been easier.
Giant Veggie Installations
In your face, fast food.
Green Giant will place beautiful, colossal vegetable installments in front of unhealthy restaurants and convenience stores to stop consumers in their tracks. On the way to grab a greasy bite, they’ll be reminded that eating clean isn’t far out of reach.
"When it comes to nutrition, bigger is always better"
Social
