Green Giant and Saatchi & Saatchi's 'Corn School' Goes on the Road in Spain

Madrid - The Saatchi & Saatchi-created initiative for Green Giant has begun its journey across Spain. 21 locations will receive a visit from the “Corn School”, to be centred in the communities of Madrid, Cataluña and Andalucía.

The Spanish FMCG market is going through hard times due to the growth of private labels and lack at distribution for premium brands, and the reality of the economic situation makes it difficult to sell products with a significant higher price. Given the fact that Green Giant does not compromise on quality or taste, Saatchi & Saatchi decided to create a campaign to show the reason for this gap in price.

Saatchi & Saatchi has developed an unconventional campaign to demonstrate Green Giant’s two key concepts; the first, that Green Giant is the best corn in comparison to its competitors and second, what those qualities are that make it the best.  And what better way of communicating this message to the consumer than creating “Corn School”?

The school itself is surrounded by a cornfield that consumers have to cross to reach the interior, which creates a natural environment from the outset. Once inside, a promoter trained in the benefits and attributes of corn explains to the consumer the elements that make Green Giant’s corn the best.

Inside the Corn School, the consumer will also have the chance to test the product, sampling the difference in taste, texture and colour compared to the competitor’s corn. Furthermore, if the consumer hands in a receipt for the purchase of any of the corn varieties of Green Giant at the Corn School, they will receive the magnificent recipe book “Giants of the Salad” and a bottle of Oleo Estepa olive oil, a partner in this campaign.

Green Giant doesn’t forget the youngest members of the family.  The Corn School offers them the chance to meet the Big Green Giant (over three metres tall) and his son Sprouty, with whom they can have their picture taken and printed onsite, as well as giving them a Green Giant balloon to take home.

The results so far have been impressive:

More than 2.100 cookbooks spread throughout Spain.

More than 2.000 people were photographed with Brotito.

More than 451.300 impacts received.

643 cans have been opened for the product testing.

More than 840 people tested Green Giant light corn.

More than 24.800 flyers have been distributed in different locations.


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