General Mills UK is investing £3m in advertising the Green Giant brand this year, kicking off with a new TV campaign next week.
The campaign has been timed to coincide with the new year health drive, and highlights the health benefits of sweetcorn while flagging up its 'One of your five a day' message.
The Grow Up campaign features two boys sitting at a kitchen table discussing the role food plays in their lives. The boys link the idea of "you are what you eat" to the Green Giant.
The campaign was designed to engage youngsters and adults, and
associate sweetcorn with a healthy diet that can help you grow up to be "big and strong", said marketing director Linda Hipkiss.
"The ad underlines the health benefits of Green Giant in a way both parents and children can relate to," she added.
The advert will first be shown on Monday and will run for three weeks nationwide on terrestrial and satellite channels.