On-pack promotion for Green Giant

The initiative, which offers a range of leisure treats for mums and the whole family, will generate category value by driving the momentum of the UK's No 1 and fastest growing sweet corn brand.

The promotion will be featured on more than two million packs of the iconic grocery brand – stimulating impulse purchase and rewarding brand loyalty over the summer months. Green Giant is the only brand investing in canned vegetables - with a £3 million marketing campaign in the current year which includes the summer giveaway of “Wellbeing Experiences” and fun days out for the family.

“We are creating excitement on and around the fixture and driving category growth with a strong promotion that is totally relevant to the lifestyle of our customers – who tend to be mums with kids,” says Andy Foweather, Sales Director of General Mills.

“This promotion will ensure the brand really stands out on a crowded retail fixture during the key summer trading period. The nature of the on-pack offer will strike a chord with established purchasers of Green Giant who are very family-orientated and looking for treats for themselves and their kids. It will also encourage other shoppers to pick up the brand on impulse and add it to their regular shopping basket.”

The theme of the promotion will support the “5-a-day” message – underlining the Government recommendation that consumers eat at least five portions of fruit or vegetables per person per day to help reduce the risk of some cancers, heart disease and many other chronic conditions.

Promotional packs now contain a leaflet inside the shrink-wrap containing a unique code which they have to enter on the brand's new website - www.jollygreengiant.co.uk. If they are a winner, they can print out a voucher to redeem their prize (and they must take the voucher and leaflet from the pack to redeem the prize).

One in five promotional packs features one of the six major prizes:
• A family pass to Maize Mazes for two adults and two children;
• A pamper treat, for example, free beauty treatment or a yoga class;
• An ice skating lesson;
• Sessions with a nutritional coach;
• A session with a personal trainer;
• A gym pass.

For those that don't scoop one of the main prizes, there is an opportunity to select '2 for 1' vouchers for a host of activities across the country. The selection of activities will be posted on the Green Giant website.

The promotion has been developed with Green Giant's target market very much in mind: it is biased towards mums aged 24-44, who are married or living as married, live in towns and cities and have young kids.

Linda Hipkiss, Marketing Director of General Mills, says: “Green Giant key consumers are motivated by competitions and giveaways – and are very much into health for themselves and their family.

“They aspire to do the best they can for their family and buy brands that make them feel they are giving them the 'best' quality. Family is the heart of their life and they devote their home and time to them – so the prizes in this promotion will tap into their values.”

The promotion will run nationally and is featured on Green Giant Niblets Original 198g triple and quad multi-packs. Promotional stock is now available and the offer will run for around three months (while stocks last). Prizes can be redeemed until August 2008.

PLEASE NOTE

This is NOT the Green Giant website. We are simply a news website reporting on the fact that Green Giant is running this promotion.

You need to put the www.jollygreengiant.co.uk address into the main bar at the top of your internet browser, not into Google, and go to the official website.

Or, click on this link to go to the Jolly Green Giant website

The area to enter your codes is then very clearly indicated. I will not approve any more comments asking where to put the code.

David Shrimpton
Editor
Talking Retail