Green Giant: Waking a Sleeping Giant

The Challenge

After B&G Foods Inc. purchased Green Giant from General Mills, it set out to reawaken the Giant and relaunch the iconic brand with a line of frozen product innovations to reach a new target audience: today’s health-minded, convenience-seeking consumers. Beginning in late 2016, Havas PR helped Green Giant make a triumphant return and reach a new target audience.

Green Giant

The Solution

Our core strategy was to make Green Giant modern and newsworthy—a brand that resonates as much in pop culture as it does in supermarket aisles—by underscoring its product innovations.

We funneled our brand awareness (having worked for B&G Foods and its brands, including Pirate’s Booty, New York Style and TrueNorth, since 2014) and our food and restaurant understanding (having worked for Fox Restaurant Concepts, Au Bon Pain, Chiquita, Cabot Cooperative and True Citrus, among others) into national consumer PR initiatives that incorporated native advertising, an earned media event, and digital and cause components.

The Results

Earned 1.8 billion media impressions in six months, including an Associated Press story that ran in 438 outlets, such as The New York Times, Yahoo News and CBS MoneyWatch
Parlayed a Facebook Live interview with Cheddar into inclusion in a Bloomberg News story about frozen food
Invited top reporters to the ultimate frozen event, Z100’s annual Jingle Ball concert at Madison Square Garden, earning pickup in Food Network Magazine, The Daily Meal and Real Simple
Orchestrated successful partnership with Hungry Girl as part of a more comprehensive influencer amplification program