Solve's First Work for Green Giant Focuses On Crazy Dinner Nights

Solve has launched its first campaign for Green Giant since winning creative duties for the renowned vegetable brand back in April.

Young families with busy schedules begging for mealtime convenience had led to sliding sales and eroding relevance for the historic brand. Weekday dinners have evolved to quick-to-table meals that simply overlook vegetables.

In a new campaign that breaks this week, category icon Green Giant serves as a catalyst for reinserting vegetables into dinnertime. Green Giant embraces the fact that dinnertime can get a little crazy between kid’s activities, homework and to-do lists. By shooting content with real families, in real kitchens, Green Giant captured the true dynamic of preparing weekday meals. The “Veggies For Real Life” platform acknowledges that even on hectic dinner nights, there’s always time for parents to add veggies.

Anchored by digital content and radio, the work highlights two families as they try to get through the dinnertime scramble amidst all of their activities – something all parents can relate with. “We basically told these families to do what they normally do – and the result was content that holds a lot of connective power,” says Solve Integrated Creative Director Eric Husband.