A Giant Thanksgiving

The Change that Matters

As Green Giant approached its 100th anniversary, the brand sought to drive cultural relevance during one of the most competitive food moments of the year. Thanksgiving is crowded, nostalgic, and hard to cut through, and Green Giant needed a way to stand out while reinforcing the longstanding role its canned vegetables have played on family tables for generations.

The Work

Green Giant partnered with Jamal Hinton and Wanda Dench, the pair whose accidental Thanksgiving text exchange became one of the internet’s most beloved holiday stories, to mark their 10th Thanksgiving together. A phased content rollout built anticipation ahead of the holiday, culminating in a branded gathering for more than 30 guests at Jamal’s family home in Arizona. Jamal and Wanda shared authentic social storytelling throughout, while a multimedia press strategy extended the story to national audiences.

The Impact

The campaign generated 749 earned stories and 8.1 billion media impressions, with 100% positive sentiment throughout. Top-tier coverage landed in TODAY, People, Better Homes & Gardens, Food Network, and NBC News. Three collaborative Instagram posts drove 2.53 million social reach, 312,000+ engagements, and a 12.3% engagement rate, reinforcing Green Giant canned vegetables as a nostalgic, wholesome staple of the holiday table.