The 5 a-day campaign includes a Facebook page featuring support and advice for parents, a ‘High-5’ experiential event with three times World Champion and former World Record Holder hurdler Colin Jackson CBE, advertising on buses, an online viral video and on-going consumer PR.
The campaign, launched this month, is aimed at keeping Green Giant top-of-mind with parents, particularly mums, who are responsible for decision making and food purchases for family meals and driving the message that Green Giant is an easy way to one of your five a-day.
By enabling parents to access information on making fruit and vegetables more exciting for children, the brand aims to generate stronger brand loyalty and give consumers more reasons to buy Green Giant products, the company said.
Olympian Colin Jackson CBE, one of the brand’s ambassadors, launched the campaign at an experiential event at the Trafford Centre, Manchester (UK), and spoke about the importance of getting children engaged about eating more fruit and vegetables.
Ed Culf, MD at General Mills, said: “With the 5 a-day campaign, we are providing families with the information they need to encourage their children to eat more fruit and vegetables, and Green Giant can be a great tasting option in helping them do so. With the campaign keeping the brand top of mind, retailers have an opportunity to drive sales through supporting this beacon brand.”
Source: General Mills
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