• by Fern Siegel , September 22, 2023

Vegetable brand Green Giant is utilizing Tariq, the 7-year old “Corn Kid,” as part of its new brand platform launch, aligned with the release of Green Giant’s Restaurant Style Sides and Dino Veggie Tots.

“That’s Giant,” Green Giant’s first national campaign since 2016, runs across connected TV, retail, social content, display, online video and influencer partnerships.

GYK Antler produced the creative work.

The spots remind us what a “beautiful thing” veggies can be, exemplified by Tariq, who became a viral sensation in 2022. Now, he shares his passion for corn in “Dino Kid,” while “Soccer Mom”explains why she serves Green Giant to her family. The focus is changing consumers’ perceptions of vegetables.

Last Thanksgiving, the brand created corn-filled recipes, donated a truckload of Green Giant veggies to a food bank in Tariq’s hometown and had Tariq appear on the Green Giant Harvest in the Valley float in the Macy's Thanksgiving Day Parade.

“To raise awareness and drive trial of Green Giant’s new innovation products, we focused on three key values they offer the consumer: convenience, goodness and flavor. The combination of these values and the products’ features, especially Dino Veggie Tots, particularly appeal to parents of young children,” Cristin Barth, creative director, GYK Antler, told Agency Daily.

“We combined this strategic insight with shopper marketing data and zoned in on the primary purchaser: moms of elementary school-aged children. Our choice to use Tariq as part of our campaign was a strategic one, since he can serve as a role model for kids everywhere,” he added.

B&G Foods acquired the brand and released the Veggie Swap-Ins platform in 2016.