Green Giant

A GIANT Brand Re-Launch

Art Direction: Kelly Haworth & Amber King

Manifesto

To us, “giant” is much more than a cartoon character. It’s a state of mind.

It means never falling short on nutritional value or taste just because our produce is canned or frozen. By ensuring all of our vegetables go through an ultra-simplified blanching process that locks in nutrients for the long run, we can pack giant taste and flavor into every package.

And, it means that freshness is a big (no, GIANT) deal.

So as we re-launch our brand, we are going to redefine what giant means. It is not a cartoony relic from the 50’s…it’s a statement of what we believe in terms of how we serve up freshness, flavor, and nutrition in 2024.

Insight: Green Giant provides easily available, crisp vegetable products, yet requires a revamp to distinguish itself on supermarket shelves.

Audience: Individuals ages 18-30 who have relatively low incomes and often overlook canned and frozen vegetables as a way to eat healthy at a low cost.

OOH

Packaging Re-Design

Details matter. Like the freshness, nutrition, and flavor that get locked into every Green Giant can. So we’ve redesigned our packaging to bring the spotlight back to the veggies, zooming in on the little details that make a giant difference to your taste buds.

Limited-edition Green Giant cans will come with packets of herb seeds that pair perfectly with each veggie. Consumers can can grow herb plants in the comfort of their own kitchen, right out of the empty Green Giant can.

Chives and corn, thyme for carrots, and rosemary with broccoli – achieving giant flavor in every bite has never been easier.

Activations

Cans with Herb Seeds

Giant Veggie Installations

In your face, fast food.

Green Giant will place beautiful, colossal vegetable installments in front of unhealthy restaurants and convenience stores to stop consumers in their tracks. On the way to grab a greasy bite, they’ll be reminded that eating clean isn’t far out of reach.

“When it comes to nutrition, bigger is better.”