TV support for Green Giant Soup

Monday, 10 November 2008

General Mills UK is providing heavyweight support for its recently launched Green Giant Soup range with the roll out of a £2 million TV advertising campaign.

The new TV campaign forms part of the overall £5.2 million brand support package for Green Giant in 2008 and is being aired nationally from 27 October until the end of November, with a second burst to come in the New Year.

The 30-second ad champions Green Giant Soup, the newest addition to the brand portfolio, and encourages consumers to take a pause in their day and enjoy wholesome food, by communicating the strap-line ‘make time for vegetable goodness'.

The ad's opening scene features a woman in the kitchen at lunchtime. She places a ‘Closed for Lunch' sign on the front door and unplugs the telephone. Evidently, she doesn't want any interruptions while she enjoys her lunch! The woman is seen preparing lunch, a bowl of tasty and nourishing Green Giant Soup. The ad then cuts to the front garden where there is a queue of salespeople and tradesmen waiting outside the front door.

The final scene shows the familiar and iconic Green Giant who reminds viewers that Green Giant Soup provides them with one of their ‘5-a-day' and that they should ‘make time for vegetable goodness'.

Ed Culf, Marketing Director, General Mills UK, said: "The ad underlines the fact that Green Giant Soup offers consumers a new opportunity to enjoy tasty vegetable goodness. The ad brings to life the fact that consumers simply need to switch off and take a pause in their busy day.

"Green Giant Soup builds on the brand's 83 year heritage and provides shoppers with a fresh, wholesome and high quality product offering - from a brand they love and trust."

The campaign will air nationally on terrestrial and satellite TV channels and in the commercial breaks of programmes such as X Factor, Neighbours and Britain's Best Dish.

Andy Foweather, Sales Director for General Mills, added: "The campaign demonstrates our commitment to the brand and the soup category. It will make more shoppers aware of new Green Giant Soup, stimulate trial when they see it on the fixture and generate incremental category sales."

Source: General Mills