Green Giant Launches "One Giant Pledge," Promising to Make Eating Vegetables Fun for Kids

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Green Giant Launches "One Giant Pledge," Promising to Make Eating Vegetables Fun for Kids

Jolly Icon Serves as Parents' "Wingman" in Healthy Eating

MINNEAPOLIS--(BUSINESS WIRE)-- After generations, parents are still trying to crack the age-old question: How do we get our families to eat their veggies? Green Giant announced today the launch of its "One Giant Pledge" campaign, calling parents to engage their families to take an oath with the Jolly Green Giant as they pledge to simply eat one more vegetable every day, bringing fun and motivation to the kitchen table.


A fully integrated campaign, One Giant Pledge kicks off on the Green Giant Facebook page, with support from a TV commercial airing this week. It will culminate with an augmented reality event spectacular in New York City where participants can take One Giant Pledge with a larger-than-life, interactive Green Giant. Alison Sweeney, actress, author, host of "The Biggest Loser" and a mom of two, along with nutritionist Melissa Halas-Liang, will be there to kick off the pledging and talk with other moms about raising kids to make healthy food choices.

"Eating vegetables is so important to a child's healthy growth, prevention of chronic diseases and weight management1, and an alarming 92% of children don't eat the recommended amount of vegetables2," said Halas-Liang, MA/RD/CDE and Founder of SuperKids Nutrition, Inc. "As a parent myself, I know what a daily struggle it is to get my daughter to eat her vegetables—but you can get kids to eat more by making veggies fun and engaging, so it's fantastic that Green Giant is addressing this issue and providing a friendly, motivating role model to get kids excited about healthy eating habits."

"The inspiration behind One Giant Pledge is Green Giant's goal of making eating vegetables fun for kids and families," said Yumi Clevenger-Lee, marketing manager for General Mills. "It's a tough reality that kids aren't eating nearly enough vegetables, so who better to help spark a change than someone kids look up to, like the Green Giant? As a mom of three young kids, I want to help my kids learn that eating healthy is tasty and fun-the days are over of thinking healthy choices have to come with trade-offs."

How It Works
Parents can visit the Green Giant Facebook page at [www.facebook.com/GreenGiant] to help their families pledge to eat more vegetables, because by doing so they are more equipped to be the best they can be. Each participating family member determines what their aspirational best is—such as an astronaut or teacher—and parents can upload a picture to generate a customized pledge interaction with the Green Giant. The fun "Proof of Pledge" photo can be used for sharing online or printing for the refrigerator as a daily reminder.

Tools for Parents
In addition to the "Proof of Pledge," a printable, a 30-day pledge calendar that makes tracking progress easy and fun, the program offers continued encouragement. Aspirational pledges will be randomly selected to be turned into veggie art featured on the Green Giant Facebook page. The first 10,000 children who pledge will receive a One Giant Pledge wristband as a reward and motivational reminder of their pledge. Parents can also opt in to receive personalized text messages of encouragement for their kids from the Green Giant and can download a "Ho, Ho, Ho!" Green Giant ringtone.

Augmented Reality Event in NYC
On October 2, at Grand Central Terminal in New York City, parents and kids are invited to take One Giant Pledge live, at a larger-than-life event that allows kids to interact with an augmented reality Green Giant. Enlisting the help of celebrity mom Alison Sweeney, who knows all about the struggle of getting kids to eat veggies, Green Giant is working to get both parents and kids excited to be their very best. Child nutritionist Melissa Halas-Liang will be there to provide healthy eating tips, recipes and more. Entertainment such as veggie jugglers and stilt walkers will create a festive atmosphere for kids to enjoy as they take One Giant Pledge.

Visit www.Facebook.com/GreenGiant to take One Giant Pledge, interact with other families vowing to make healthy changes, and receive tips and recipes on healthy eating.

About Green Giant
Green Giant started out in Le Sueur, Minnesota, as the Minnesota Valley Canning Company in 1903, when some 11,750 cases of white cream-style corn were sold in the company's first year. For the past 100 years, the Giant's Valley is where fresh and great-tasting vegetables are grown and picked at the peak of perfection. Green Giant has been implementing sustainability into the business since 1929 when the company introduced vacuum-pack technology and Green Giant has plans to continue to become "greener" in the future. The brand is now part of General Mills, Inc.

1 CDC: http://www.cdc.gov/nutrition/downloads/NationalActionGuide2009.pdf
2 National Fruit and Vegetable Alliance: http://www.nfva.org/pdfs/nfva/FINALNAPExSum2010.pdf

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50414913〈=en



For General Mills
Megan Marshall, 612-215-3436
mmarshall@olson.com
or
General Mills Brand PR, 763-764-8088
brandpr.media@genmills.com

KEYWORDS:   United States  North America  Minnesota

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