Green Giant

We focused on turning confusion into curiosity and curiosity into craving. Using research-backed insights and relatable messaging, we positioned Veggie Spirals as “spaghetti, but better.” An integrated digital strategy—built around smart targeting, useful content, and trusted voices—met moms where they already searched for dinner ideas and helped convert an unfamiliar product into a weeknight go-to.

We dug into consumer panels and surveys to uncover awareness gaps. Most busy moms had never heard of Veggie Spirals—and weren’t sure why they should care. These findings gave us the clarity to shape an educational, value-first campaign rooted in real mealtime needs.

To introduce a new product, we compared it to something familiar. Our messaging reframed Veggie Spirals as a wholesome alternative to pasta—low-carb, 100% veggie, and kid-approved. By tapping into trends like keto and plant-based eating, we helped make spirals feel like a smart (not scary) swap.

We rolled out a full-funnel digital plan—social media takeovers, influencer partnerships, recipe content, and a revamped website with a robust new recipe section. We also reactivated a dormant email list of 150K+ subscribers, delivering helpful meal ideas and exclusive coupons right to inboxes. Moms didn’t just hear about Veggie Spirals—they started cooking with them.

In just four months, the campaign exceeded expectations and drove real shopper action. Veggie Spirals flew off shelves, and digital engagement skyrocketed across every channel.