Green Giant: A Jolly Good Advertising Success
Green Giant retained leadership in canned sweetcorn market against competitors, own label and at premium prices. This paper shows how consistent advertising maintained this leadership. Over the decade from 1982-1991 market share grew from 37% to 40% while volume grew 67%, campaign also helped to grow sweetcorn market as a whole. Constant 400 TVR burst per year. Paper summarises the financial benefits of the long-term campaign. Shows how single-minded strategy, using small weights but kept consistent can build a momentum which encourages both trade and consumer loyalty as well as profit.