Green Giant reruns free recipe booklet
Thursday August 7, 2014 at 4:36pm
Green Giant canned sweet corn is again running a promotional marketing campaign to drive summer sales with a free recipe booklet offer via its Facebook page or a dedicated website. The General Mills-owned brand says that only 20% of sweet corn is eaten cold in the UK, so the recipe booklet focuses on salads: in France, the figure is closer to 80%. The booklet was created by Green Giant in collaboration with L’atelier des Chefs, Europe’s largest cooking school. Antonia Canning, Green Giant marketing manager at General Mills, says: “As market leader, we have identified an incremental sales opportunity for customers by expanding cold consumption occasions – currently only 20% of sweet corn in the UK is eaten cold. Through our added value on-pack promotion we are encouraging consumers to use the inspirational salad recipe book and thereby open up new eating occasions and increased sales.” The exclusive Green Giant recipe book can be redeemed through the website www.freshinspirations.co.uk or the brand’s Facebook page. Consumers just have to enter the unique 12 digit code found on one of the 3.2 million promotional packs. A similar campaign, again featuring a booklet of salad recipes from L’atelier des Chefs, ran in 2013.