One Giant Pledge
Our Green Giant business in Europe is expanding its promotion of the “5-a day” message encouraging daily intake of five servings of fruits and vegetables across the U.K., France and Spain. The messages appear on product packaging, in stores and online.
In the U.K., our Green Giant business introduced in January 2014 a “One Giant Pledge” campaign asking consumers to make just one small change to their routine to help eat better or become more active, such as eating one more portion of vegetables a day. Research shows by making a small change and sticking to it for 14 days, consumers can establish new routines that will soon become habit. Pledge participants receive recipes and tips with ideas for eating more vegetables and controlling portion sizes, along with coupons and prizes.