Bolin knew the brand could only take that message so far, and that in order to increase believability, Green Giant would have to leverage peers or “moms like me” to tell the story.

Rather than create a standard website for Green Giant, Bolin designed an online experience that confidently directs visitors off the site and encourages them to engage in unbiased “frozen vs. fresh” conversations with peers. This “honest” approach aligns with brand values and allows the brand to build “energized” awareness through a passionate audience.

The site has seen a dramatic increase in newsletter registrants. A Dynamic Logic study will soon measure the lift in “Believability.” Success will help pave the way for additional engagement ideas that leverage content outside of the greengiant.com domain.