US food group General Mills has launched a healthy-eating educational programme for children around its Green Giant brand under the banner Mighty Giants.
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The company said the iniative, in which it has partnered with the Nickelodeon TV channel, is designed to help parents get their children to eat healthily. A special website has been created to support the programme at www.mightygiants.com, while new children-friendly products and packaging have been introduced featuring Nickelodeon characters.
The online element of the programme aims to educate children about healthy eating and exercise through an interactive, animated game. The website also includes a section for parents and links to other educational sites for kids. Meanwhile, seven 15-second videos have been created for TV and online broadcast featuring the Green Giant and expressing the importance of healthy eating and physical activity.
In addition, Nickelodeon characters, such as SpongeBob SquarePants and Dora the Explorer, will appear on six Green Giant packages including frozen bagged and packaged canned vegetables, from this September.
“Parents tell us they look for motivating ways to encourage their kids to eat vegetables,” said Jon Nudi, marketing vice president for Green Giant. “Teaming Nickelodeon characters with Green Giant vegetables offers parents extra tools to teach their kids healthy habits early on. With the lazy days of summer drawing to a close, back to school is a great time to help families re-establish routines, set regular meal times and ensure a healthy, balanced meal.”
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By GlobalData
