It is spending £4m this year on Green Giant "slightly" up on last year's Giant Tea Time campaign, which included a three-month sponsorship of Neighbours in August.
Ed Culf, marketing director at General Mills, said the activity helped Green Giant's overall sales grow 5% to £46m in the year to 27 November [IRI]. The overall canned category edged up just 1.1% to £68.8m.
"Last year's campaign resulted in increased penetration for the brand," said Culf. "This year we are trying different things. We are experimenting with outdoor advertising."
A four-week TV burst will run from February, repeating the Grow Up commercial from 2010.