Green Giant Unveils New Summer Campaign

Green Giant, the canned sweet corn, is driving summer sales through a campaign designed to unlock ne…

Green Giant, the canned sweet corn, is driving summer sales through a campaign designed to unlock new cold consumption occasions.

Built on the insight that only 20% of sweet corn is eaten cold in the UK , the activity centres around an on pack promotion and will be supported through in store and digital marketing.

To encourage consumers to enjoy the convenience flavour of Green Giant’s sweetcorn straight from the can, the brand is offering consumers a free salad recipe book with every purchase made.

Created by Green Giant in collaboration with L’atelier des Chefs, Europe’s largest cooking school, the recipe book will to help inspire fresh ideas for summer dishes bursting with Green Giant flavour.

Antonia Canning, Green Giant marketing manager at General Mills, said:

“As market leader, we have identified an incremental sales opportunity for customers by expanding cold consumption occasions – currently only 20% of sweet corn in the UK is eaten cold.

“Through our added value on-pack promotion we are encouraging consumers to use the inspirational salad recipe book and thereby open up new eating occasions and increased sales.”

“Our sweet corn is delicious straight from the can without the hassle of defrosting, cooking or chopping.

“The steamed preparation method we use allows consumers to enjoy the crisp and juicy taste of Green Giant sweet corn within seconds of opening the tin.

“And with our Salad Crisp variant available in a smaller 150g can, we’ve got the ideal portion size for creating sensational salads this summer.”

The exclusive Green Giant recipe book can be redeemed through the website.