Green Giant was plant-based before plant-based was a thing. As the O.G. plant-based brand, it’s reintroducing itself via a new brand campaign – the company’s first since 2016 – that introduces a new “That’s Giant” brand message.
The campaign is designed to change the way consumers perceive vegetables, with the end result of driving trial and usage. The new campaign continues a partnership the brand established with the “Corn Kid,” who found online viral fame by being an enthusiastic vegetable eater. (Last year, the brand donated a truckload of vegetables to a food bank in the youngster’s hometown and featured the boy on its Macy’s Thanksgiving Day Parade float.)
“Every Green Giant product that we bring to market is inspired by our passion for vegetables and the desire to make veg nutrition easy and accessible for families,” said Steven DeFrino, director of brand marketing, frozen and vegetables, at Green Giant parent B&G Foods, in a statement. “After such a successful campaign with Tariq at Thanksgiving, we knew his authentic enthusiasm for vegetables would make him the perfect fit for our Green Giant Dino Veggie Tots campaign. We’re excited to debut our spot starring Tariq as we continue to work with him to spread a love of veggies to the masses.”
For this year’s campaign, the young boy is running around a kitchen in a dinosaur costume as his mother makes a plate of plant-based Dino Veggie Tots. As the boy enthusiastically grabs the food from the plate, he offers an enthusiastic “It’s vegetables!” A second spot depicts a mom explaining to the camera how Green Giant’s Restaurant Style sides make a complete meal for her family, as she catches an errant soccer ball flying around her kitchen.
The new spots also feature a cameo from the brand’s most famous asset, the Green Giant mascot, re-created through CGI as his hand reaches into the frame to grab one of the Corn Kid’s Veggie Tots in the first spot and grates some parmesan cheese onto the side in the second.
The campaign, created by agency GYK Antler, will run on connected TV platforms, retail, social, digital display, online video. It will also include influencer partnerships.
