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: Waking a Sleeping Giant
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.