Green Giant, a UK sweetcorn brand, is marking 100 years of its brand mascot, Jolly the Green Giant. Since first appearing in 1925, the character has been a key part of the brand's identity, representing its focus on sweetcorn quality and consistency.
To commemorate the centenary, Green Giant has launched an in-store campaign and a limited-edition on-pack promotion across the UK and Ireland. Running until 31 December, the promotion offers consumers the chance to win one of several £100 cash prizes, with a total prize pool of £25,000. The 100 years of irresistible sweetness campaign includes updated packaging and in-store displays designed to highlight the milestone.
Initial data from the campaign shows household penetration up by 0.1 percentage points and a 1.5-point increase in market share, following a year of sustained growth.
Green Giant reports annual retail sales of £47.7 million, with more than half of its buyers purchasing its products three or more times per year. All corn used in Green Giant products is grown and processed within a 200-kilometre radius of its factory in southwest France, supplied by around 300 farmers from the Euralis cooperative.
The corn is harvested at maturity and canned within 12 hours to preserve quality. The brand uses a proprietary non-GMO corn variety that is free from pesticide residues, and each can includes a QR code that allows consumers to trace the product from harvest to packaging.
Maeve Judge, Marketing Director at General Mills, said the anniversary underscores the brand's heritage. "Celebrating 100 years really is something special, not least because it demonstrates the enduring trust in Green Giant as a quality brand," she said.
Centenary activities will continue through the end of the year, combining in-store promotions with heritage-focused communication across retail channels.
Source: c-talk
