green giant signage

Green Giant

The Specs
Client
Green Giant
Industry
CPG
Services
Influencer Management
Paid Social Media
Email Marketing
Media & Digital Strategy
Search Marketing
Social Media
Brand Strategy
Interactive & Analytics
Creative & Content
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Reinventing the Veggie Aisle

After acquiring the iconic Green Giant brand, B&G Foods set out to reinvent the category. With the success of their riced veggies launch behind them, they introduced Veggie Spirals to create an entirely new vegetable experience. The goal was to educate consumers—especially busy moms—about this healthy, low-carb alternative to traditional pasta.

New York Time Square Green Giant billboard
Approach
From Confusing to Craving
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.
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Research
Finding the Root of the Problem
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.
Green Giant Social Grid
Creative
So Long, Spaghetti
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.
recipe on tablet green giant
Digital
Dinner Inspiration, Delivered Daily
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.
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Results
Turning Curiosity into Cart Loads
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.
1,359% ↑
increase in coupon downloads
352% ↑
boost in website traffic from social media
170% ↑
growth in the email database
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