Giant Stuff Is Happening.

10/22 2021

I can’t believe it’s taken me so long to share such BIG news. But, better late than never, right? I’m thrilled to share that I have been working with the one and only Green Giant brand since last summer (!!!). Geez, it really has been a long time. Thanks a lot, pandemic.

From a full brand positioning exercise and tagline exploration to packaging copy for Big Greenie’s newest products (not really his name, but whatevs), I’ve had a blast working with the B&G Foods team. Their visionary veggie chefs are always cooking up something new in the kitchen, and now we’re excited to move the brand forward into a place of unexpectedly simple yet adventurous plant-based possibilities.

A glimpse at the positioning

Can you imagine a world without veggies? We sure can’t. And we wouldn’t want to either. At Green Giant®, we believe that veggies can be the best part of every meal — we just have to get a little creative. Lucky for all veggie visionaries, inspiration grows wild in our valley, and there are bright new vegetable horizons ahead.

We see endless possibilities and new ways to get more plants on your plate, like swapping veggies in where you least expect or just changing how you look at them. Because veggies are so much more than just a side dish. They’re a starting point. A finishing touch. A way to bring delicious potential and plant-powered nutrition to any meal. It’s why we wake up every day with open minds and mouths, here to help you veg outside the lines.

Packaging and website copy:

NEW Riced Veggie Blends

It’s a rice! It’s a pasta! No, it’s Green Giant Riced Veggie Blends, crave-worthy side dishes or meal starters crafted with the plant-based power of riced cauliflower and broccoli, plus riced legume pasta in irresistible flavors. They’re the fast and flavorful way to gain a a whole new respect for plants.

I got to write the packaging and web copy for these delicious new heat-and-eat dishes. My favorite is the Broccoli Cheddar Blend made with chickpea pasta. It’s jolly tasty, and a great way to get more veggies, fiber and flavor on your plate.

And NEW Mashed Cauliflower

Taste buds, meet temptation. Green Giant’s creamy, dreamy Mashed Cauliflower serves up the indulgent texture and classic flavors of mashed potatoes, but with fewer calories, fewer carbs and a full serving of veggies. Cauliflower really outdid itself this time, and I got to be the one who helped spread the word.

The Comfort Is Calling copy brings you to a place of veggie-inspired possibilities: comfort food made from—yep, you guessed it—cauliflower.

HUGE thanks

Big, GIANT thanks to Karissa, KT, Adam and Jordan at B&G Foods for giving me the opportunity to work on this legendary brand, among others in your portfolio. There’s nothing more satisfying than teaming up with people so dedicated to getting things right and to making the world a place full of vegetabilities.

Keep your eyes out for more B&G updates right here on the EBB blog. And in the meantime, eat your veggies, will ya?