Green Giant Corporate Charity Fundraising Case Study - Guinness World Records

The Results

Reached 100 million consumers and over 100 TV segments
Donated and delivered meals to a non-profit organisation
Finalist for a 2018 North America Gold SABRE Award

The Brief

Green Giant secured a float for the first time at the Macy’s Thanksgiving Day Parade, showcasing the brand’s paramount signature product in relation to Thanksgiving traditions. Competing with over 40 other participating brands, the in-house PR team needed to find a creative way to stand-out from the rest and gather excitement among thousands of viewers.

The Solution

After reviewing research studies and consumer reports, Green Giant confirmed that the green bean casserole was a staple dish among most families. Based on their findings, the team decided to engage their consumers and elevate their brand with Guinness World Records on attempting the Largest  serving of green bean casserole at Macy’s Herald Square.

Managing every aspect of the record attempt, Green Giant worked carefully following the Guinness World Records guidelines in creating a gigantic container of 780 cans of Green Giant Cut Green Beans, 53 cans of mushroom soup, 32 quarts of milk and 65 lbs of French fried onions.

Largest green bean casserole record announcement

The result was a 637 lb serving of Green Bean Casserole, which was a new record achievement and national trending news media coverage.

In addition to their record-breaking success story, the entire casserole was divided up and donated to Citymeals on Wheels, a non-profit organisation that prepares meals for homebound elderly seniors.

After a full week, the campaign’s total earned media reach surpassed 100 million consumers and was featured on various newsfeeds nationwide such as TODAY and Good News Network.

Largest green bean casserole for guests

Visit our Business Solutions pages or get in touch today to find out how a Guinness World Records attempt could inspire your next CSR marketing campaign or fundraising event.

"We wanted to celebrate our inaugural year in the Macy’s Thanksgiving Day Parade by baking up some excitement while helping so many people in this incredible city. Green Giant has been a staple in Thanksgiving feasts for more than 100 years and we’re thrilled to make our mark as the Guinness World Records title holder for the Largest serving of green bean casserole that will serve 2,000 homebound elderly through Citymeals on Wheels."

— Jordan Greenberg, Vice President & General Manager, Green Giant.