General Mills is to launch a TV push behind its Green Giant brand in the UK in a bid to promote the health benefits of sweet corn.
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The campaign hit TV screens this week and will be broadcast nationally on terrestrial and satellite television channels for three weeks.
The commercial, entitled Grow Up, features two young boys sitting at a kitchen table discussing the role of food in their lives and the fact that ‘you are what you eat’. The ad implies that Green Giant will help them grow ‘big and strong’ and ends with the ‘one of your five a day’ message delivered by the iconic Green Giant character.
General Mills UK marketing director Linda Hipkiss said: “The commercial underlines the health benefits of Green Giant in a way that parents and children can relate to. The motivating message will help to maximise consumer awareness by highlighting the fact that Green Giant sweet corn has a key role in a healthy diet, as part of the recommended five-a-day intake of fruit and vegetables.”
General Mills has earmarked GBP3m (US$5.9m) of investment behind Green Giant this year.
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By GlobalData
