Family values are crucial to the Green's brand. The company celebrated this by giving away customised children’s books inside packs of cookie, muffin and slice mixes.
The Green’s campaign took full advantage of Penguin’s range of custom publishing options. Kids’ titles by popular Australian authors were resized as mini-books. The authors wrote brand new introductions especially for Green’s, and new cover designs showcased the company logo. Additional content was even added to the inside pages: each book included recipes based on Green’s products, plus advertisements for other titles in the series.
By encouraging children and parents to cook together, the books highlighted the whole-family appeal of the Green’s brand.
Visit the Green’s General Foods website.