General Mills is launching a new campaign encouraging shoppers to use Green Giant tinned sweetcorn in salads.

A TV ad showing how consumers can create “sensational salads” with Green Giant sweetcorn went live on Friday and will run throughout the summer.

The brand is also launching a free salad recipe booklet, which shoppers can redeem via the Green Giant Facebook page using an on-pack code that will appear on 2.5 million promotional packs of sweetcorn.

At present, only about 20% of tinned sweetcorn is eaten cold in the UK, whereas in France it is 80%, according to Green Giant.