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Green Giant General Mills Public Relations

Green Giant launches "One Giant Pledge" campaign with augmented reality event in New York


By The Drum Team | Editorial

October 4, 2012 | 2 min read

Green Giant has announced the launch of its “One Giant Pledge” campaign calling on kids to take the oath with brand ambassador, the Jolly Green Giant to eat one more vegetable per day.

The integrated campaign, which will include social media and television promotion, launched this week with an augmented reality event in New York City which saw kids able to take their pledge with a larger-than-life, interactive Green Giant, created by Grand Visual.

Marketing manager for General Mills, the parent company of Green Giant, Yumi Clevenger-Lee, commented: “The inspiration behind One Giant Pledge is Green Giant’s goal of making eating vegetables fun for kids and families.

“It’s a tough reality that kids aren’t eating nearly enough, so who better to help spark a change than someone kids look up to, like the Green Giant?”

Parents can visit the Green Giant Facebook page to help their kids pledge to eat more vegetables. Kids who make the pledge will be asked what they want to be when they grow up and once their parents upload a photo the site will generate a customised pledge with the Green Giant. A “Proof of Pledge” photo can then be used for online sharing or printing out. A 30 day-pledge calendar is also available to track kids’ progress and Green Giant will also select a number of pledges to turn into veggie art.

The first 10,000 children who pledge will also receive a One Giant Pledge wristband and reward; parents can also opt to receive personalised text messages of encouragement for their kids from the Green Giant and can download a “Ho, Ho, Ho!” Green Giant ringtone.

Green Giant General Mills Public Relations

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Grand Visual

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