Marking the one-year anniversary of “Corn Kid” going viral on Recess Therapy’s Instagram and TikTok – reminding us what a “beautiful thing” veggies can be – 7-year-old Tariq is again sharing his passion, this time as a costumed T-Rex promoting Dino Veggie Tots from his friends at Green Giant.
As part of their first new campaign since 2016, spots for Green Giant’s “That’s Giant” brand platform launch September 18 with the goal of changing the way consumers perceive and experience veggies, driving trial and usage, and challenging the category with innovative and delicious veggie-first products.
At a time when you’re seeing “plant-based” products popping up everywhere, Green Giant is in the unique position to be able to remind people that they are one of the original plant-based brands; not a company jumping on a fad. Veggies are the heart of all of Green Giant products and the company has been a leader in veggie-based innovation since B&G Foods acquired the brand and released the Veggie Swap-Ins platform in 2016.
The fall 2023 introduction of Green Giant Dino Veggie Tots presented an opportunity for the brand to continue its collaboration with Tariq – with his authentic, wholesome love for veggies – to help people, from parents in the frozen food section to kids looking up to him as a role model, to see veggies as the star of the plate.
Green Giant’s partnership with Corn Kid is purposefully ongoing based on their shared passion and veggie enthusiasm. Last Thanksgiving, Tariq and the brand created corn-filled recipes, donated a truckload of Green Giant veggies to a food bank in his hometown, and capped off with Tariq appearing on the Green Giant Harvest in the Valley float in the Macy’s Thanksgiving Day Parade.
In addition to Corn Kid, “That’s Giant” spots also include a cameo from the iconic Green Giant himself, created through CGI – with his larger-than-life hand reaching in-frame to snag a Dino Veggie Tot or grate some cheese on his Restaurant Style Garlic Parmesan Green Beans.
Created with integrated creative agency partner GYK Antler, the “That’s Giant” brand platform will engage consumers across connected TV, retail, social content, display, online video, and influencer partnerships.
SPOKESPERSON QUOTES
GYK Antler – Cristin Barth, Creative Director
We thoroughly enjoyed creating a light-hearted and fun dynamic between our busy veggie mom and her kids in our “That’s Giant” campaign. From the surprise appearances of our legendary Green Giant, who added the finishing touches to each dish, to TikTok-famous Tariq the “Corn Kid” expanding his culinary palette with Dino Veggie Tots, we had the opportunity to explore how Green Giant Veggies can be just what mom needs to prepare dinner and make vegetables the star of the plate.
Green Giant – Steven DeFrino, Director of Brand Marketing, Frozen & Vegetables
Every Green Giant product that we bring to market is inspired by our passion for vegetables and the desire to make veg nutrition easy and accessible for families. After such a successful campaign with Tariq at Thanksgiving, we knew his authentic enthusiasm for vegetables would make him the perfect fit for our Green Giant Dino Veggie Tots campaign. We’re excited to debut our spot staring Tariq as we continue to work with him to spread a love of veggies to the masses.
Viral Social Media Star & Actor – Tariq Logan
I am so excited to star in my first commercial! Everyone knows that I love veggies so much, so it was hardly even acting! It was special that my first commercial was with my friends at Green Giant and I’m looking forward to many more roles in the future.
CREDITS
Client: Green Giant
Kristen Thompson – Senior Vice President, Frozen and Vegetables Business Unit
Steven DeFrino – Director of Brand Marketing, Frozen & Vegetables
Karissa Ballentine – (former) Senior Brand Manager, Green Giant Innovation
Jessica Hassapis – Brand Manager, Green Giant
Alyssa Hickman – Assistant Brand Manager, Green Giant
Kristin Berlew – Senior Manager, Public Relations
Sorcha Ni Bhraonain – (former) Associate Brand Manager, Green Giant
Agency: GYK Antler
Cristin Barth – Creative Director
Avery Donahoe – Senior Art Director
George Sloan – Senior Copywriter
David Bohl – Associate Director of Strategy
Nicolle Fagan – Head of Account Management
Mikaela Mandeville – Account Supervisor
Jessie Vogel – Account Manager
Nora Sullivan – Senior Project Manager
Cameron Bortolussi – Junior Content Creator
Jason Carrasco – Head of Media and Innovation
Kirsten Champlin – Associate Media Director
Viviana Sebastiano – Associate Media Specialist
Emma Grossman – Integrated Media Planner
Production: Big Brick Productions
Matt Doyle – Executive Producer
Dan Dunn – Director
Julian Focareta – Director of Photography
Tyler York – Director of Production
Lisa Neville – Producer
Josh Drake – Senior Editor
Sammy Honeywell – Assistant Video Editor
Phil Choe, Nice Shoes – Colorist
Isabel Gomez-Boone, Nice Shoes – Post Producer
Gustavo Lopes – BTS Camera Op
