BFY Momvertising Opps: Green Giant kicks off first campaign in six years (Score 12)

Sales lead: Reach out now to see if you can score some of these campaign ad dollars. 

• Green Giant (GG) just launched "That's Giant," its first national campaign since 2017. 
• The push features The Green Giant mascot and the brand's new child ambassador, Tariq, AKA "Corn Kid."
• The campaign, from GYK Antler, will be supported across CTV, social, digital, and in-store. 
• GG is promoting its new Dino Veggie Tots with this push. 

Target demographic: Primary shoppers/millennial moms

The brand will likely:

• Drastically increase spend over the next several months
• Seek additional agency assistance
• Continue rolling out new products

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: GG spent just $80.3k on digital display ads YTD, down from $585.2k spent in this channel during the same time period of 2022. 
• YTD data: 9.8m impressions via desktop display (83%), Facebook (12%), mobile display (3%), and Instagram (2%). 
• 2021-2022 spend: Full-year spend increased by 30% from $658.8k in 2021 to $855.5k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as walmart.com, goodhousekeeping.com, facebook.com, instagram.com, and rodalesorganiclife.com. It placed 1% of these ads through multiple indirect channels onto sites such as msn.com, delish.com, countryliving.com, merriam-webster.com, and thepioneerwoman.com. 

Agency analysis:

• Opportunity: Reach out to see if GG needs any more help. 
• Current roster:
  • Blue Chip Marketing & Communications: creative, media, digital, & social AOR
  • GYK Antler: creative

Insight Sources: Digital spend insights estimated by Pathmatics.