The activity is being spearheaded by an eight-month TV campaign starting this month, created by Saatchi & Saatchi.
The campaign sees the return of the 'Grow Up' ad featuring two young boys sitting at a kitchen table discussing the role of food in their lives and the fact that 'you are what you eat'.
The ad suggests that Green Giant will help them grow 'big and strong' and ends with the 'one of your five-a-day' message delivered by the Green Giant character.
Other marketing activity includes PR, in-store and website activity.
Linda Hipkiss, marketing director at General Mills UK, said: 'The motivating message helps to maximise consumer awareness by highlighting the fact that Green Giant sweet corn has a key role in a healthy diet, as part of the recommended five-a-day intake of fruit and vegetables.'
According to General Mills, Green Giant is growing at 7.6% annually and now accounts for almost two-thirds of sweet corn category value.
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