B&G Foods: Green Giant

Green Giant came to Deutsch with an interesting challenge -- starches were reigning supreme. Millennial moms were not feeding their kids vegetables -- let alone frozen vegetables. Green Giant had developed a new product line to remedy this. The line focused on veggie "swaps" -- products like cauliflower mash that swap veggies for typically starch dishes, and make mealtime for the family both healthier and more convenient.

While the new products were ripe for the millennial mom consumer, the brand faced additional challenges from the jump. First, the frozen vegetable category had been in decline. Second, our key target of millennial moms lacked the brand affinity for Green Giant that older consumers have. Luckily, we had one giant piece of brand equity on our side. 

Leveraging the iconic Green Giant, we re-launched the brand's icon and presence through content that would reach the millennial audience we needed to capture. Teasing out the brand re-launch, we created fake news (before fake news was "a thing") features that teased out "sightings" of the giant. We created a brand presence on Instagram and launched "the Giant Roadtrip," which chronicled a the Giant on a road trip across the country with his buddy, Sprout. Content was native to the platform, and felt as if the posts were coming from a friend on a road trip... if your friend was a several-hundred foot tall Green Giant. In conjunction with content on Instagram launching, we placed corresponding Snapchat filters in the places where the Giant "was" that day. Aside from expanding the brand's presence on key platforms like Facebook and Instagram, we also worked with media partners like Kitchn, Bon Appétit and Spotify to reach our millennial mom.

Ultimately, our efforts stuck a chord with our target and got veggies back on the table at dinner time. The brand gained share for the first time in over three years, expanded retail presence, and saw increased performance in social metrics, recall, and ROI.