After years out of the spotlight, it was time to wake up one of America's favorite brands. Teasing the Green Giant’s comeback started with an epic film and led to a cross-country journey for the big guy and his little buddy, Sprout. Each of them documented their trek across America on their own FB and IG accounts. We created dozens of posts showing their different perspectives at familiar landmarks and some less familiar (but very real) monuments. The world’s largest fork, largest rocking chair, largest boots — all the ”world’s largest” objects got custom, geofenced Snapchat filters along the way.
The relaunch generated +720MM PR impressions, covered by over 700 media outlets. Nothing less would do for ol’ GG.