Have Your Veggies and Love Them Too
The dinosaurs were big. Huge, actually. So, naturally Green Giant® had to get in on all that colossal-sized fun. This legendary brand’s new dippable, devourable Dino Veggie Tots have a full serving of vegetables and so much great taste, you’ll wonder how they made it all fit. They’re the must-have after-school snack or easy weeknight side that kids (and kids at heart) simply can’t resist. That’s GIANT.
I had a growling good time working on the packaging concepts and copy for these tasty tots, and I love seeing them sitting pretty on the freezer shelves of my local grocery store.
The Green Giant team and I wanted to make sure these hunger-dominating dinos didn’t come off too aggressive. After all, historically speaking, the fierce Caulisaurus Rex and grazing Broccliosaurus wouldn’t have gotten along. But when they’re all crafted with good-for-you veggies and breaded to crispy perfection, it’s basically a dino party in every bag. So, that’s the vibe we went for on-pack.
Little Green Sprout Approved
The playful copy isn’t the only reason I’m so excited about this packaging project. You see that little callout in the lower left of the image above? Yup. Green Giant Dino Veggie Tots are the first product to feature our NEW use of the Little Green Sprout character.
I was honored to do some brand positioning work with the team a couple of years ago. And as part of our project, we wanted to define Little Green Sprout’s role in the Green Giant brand. We decided to leverage Little Green Sprout as a brand and product endorser. He provides a youthful balance to the iconic Green Giant, which makes Little Green Sprout great for promoting snack and kid-friendly items. Plus, he provides a fun and flexible asset that can be used to energize a range communication channels like social media, back-of-pack callouts and—as you can see on the Dino Veggie Tots—a seal of approval.
Moving forward, when you see the “Little Green Sprout Approved” bug on the front of a Green Giant package, you know that what’s inside passes Little Green Sprout’s test for the most kid-friendly veggies in the valley. And when he approves, you can trust that you’re whole family will too.
What else is new?
Oh…you know. Just naming a whole line of tasty chef-style veggie products for, like, the most famous brand in the category. NBD 🤣
I kid. But I also speak the truth.
I had the pleasure of naming Green Giant’s new RESTAURANT STYLE products, which offer a veggie-forward take on classic takeout sides. These items bring bistro vibes to any meal with no chef or reservation required. All you need is an air fryer or oven to heat them to perfection in the comfort of your own home.
They’re available now across the country, so head to the store and snag some today. Try them as a side dish, app or snack, and feel free to leave yourself a tip.