Green Giant: A Jolly Good Advertising Success

Lucy Edge and Paul Harris

Shows how consistent advertising maintained Green Giant's leadership in the canned sweetcorn market, at premium prices, against competition and own-label threat.
Agency: Leo BurnettAuthors: Lucy Edge and Paul Harris

Green Giant: A jolly good advertising success

INTRODUCTION

This success story began in the US in 1935 when Leo Burnett won his first client, the Minnesota Valley Canning Company. Initially, the Giant character was used as a branding device to inject some interest and personality into their canned peas. But on Leo's advice he soon appeared on the sweetcorn cans, then into print advertising and later onto television where he has been adding volume and value to the brand and its category ever since. In fact, the character had...

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