Britain’s favourite sweet corn brand* is to sponsor popular Australian soap Neighbours in order to target the family teatime audience.
Green Giant will be screening a series of five-, 10-, and 15-second idents on FIVE and FIVER around the television programme, including the weekend omnibus. Over the three-month campaign, the sponsorship will reach around 13.7 million people.
Part of the brand’s £4m marketing support investment for 2010, the idents are running from 2 August until the end of October and will be themed around having the Green Giant living next door. The eponymous giant will not actually put in an appearance, although he will make his presence felt through his oversized belongings.
One execution sees a family enjoying their meal while mum dodges a GIANT football before joining her family for dinner. Each indent ends with a strap line and a product shot.
The idents communicate the brand’s core values of family togetherness, reliability and trust, while ensuring the brand is top of mind at the critical tea time occasion.
Ed Culf, Marketing Director at General Mills UK, said: “We are delighted at the prospect of sponsoring Neighbours. Like the long-running soap, Green Giant is a well-loved household name. We are committed to ensuring that Green Giant continues to drive consumer demand for sweet corn and builds on the 7.8% value category growth achieved over the last year.**”
Green Giant is the beacon brand in canned vegetables, with 96% total awareness and a 65.8% share of the canned sweet corn category. One in four households buys Green Giant, with penetration of 25%***.
* Brand Equity Monitor 2009
** IRI Total Grocery Outlets, Value Sales, 52 w/e 10 July 2010
*** Kantar Worldpanel, 52 w/e 10 July 2010
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