Green Giant is the UK’s no.1 canned sweetcorn brand, enjoying a 75% value share and 64% volume share. With strong UK heritage having launched in Britain in 1960, the Green Giant range currently includes sweetcorn, asparagus, whole baby cobs, artichoke hearts and hearts of palm.
Illumination, who brought audiences Despicable Me and the biggest animated hits of 2013 and 2015, Despicable Me 2 and Minions, continues the adventures of Gru, Lucy, their adorable daughters—Margo, Edith and Agnes—and the Minions in Despicable Me 3. Directed by Pierre Coffin and Kyle Balda, co-directed by Eric Guillon and written by Cinco Paul & Ken Daurio, the animated film is produced by Illumination’s Chris Meledandri and Janet Healy, and executive produced by Chris Renaud. The film will be released in theaters on June 30, 2017.
The iconic canned vegetables brand Green Giant at General Mills links with Illumination and Universal Pictures.
The brand Green Giant commands high consumer loyalty and this, layered with a new family-centric link-up with Despicable Me 3, is designed to boost retail sales through AWOP and frequency of purchase. The brand’s programme of summertime activity will allow it to continue to drive relevance of canned vegetables for today’s modern consumer and, in particular, families looking for healthy convenience.
Linking up with the Minion’s franchise for the second time, from this month through until August Green Giant’s top-selling multipacks will feature bespoke wraps with characters from the movie as well as one of four unique sticker designs free in pack. The limited-edition range will be supported in-store and via wider multi-channel promotions, positioned to tap into kids’ culture and boost traffic to aisle. The targeted in-store activity aims to drive both awareness of campaign and traffic to aisle.