UM London is launching a new campaign for Green Giant starting the New Year with a focus on being food-smart.
A TV campaign kicked off on January 1 and will include a TV spot during Coronation Street tonight as part of an integrated TV break alongside Change4Life. The Green Giant ad will be ‘nested’ within Public Health England’s (PHE) Change4Life adverts, which features a family of plasticine figures, created by Aardman Animations.
The nested advert will show that Green Giant, a General Mills Brand, is supporting Change4Life by encouraging families to take part in One Giant Pledge. The initiative encourages consumers and their families to pledge to make one healthy change for 14 days.
Ed Culf, marketing director at General Mills UK, says, “We’re excited to be able to support Change4Life in helping families to make positive lifestyle choices. Green Giant is an iconic brand that is known and loved by families across the UK, and through this partnership we hope to be able to inspire and support families to enjoy a balanced diet.”
Green Giant will drive awareness of the partnership through TV support, a social media campaign on Facebook, and in-store point of sale activity.