The Green Giant Reappears -- With Better Calves and New Products

Apparently, He's Been Working Out

Published On
Jan 03, 2017

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The new, modern-day Green Giant has finally come out of hiding -- along with new products in tow, in his first two traditional commercials under new owner B&G Foods.

A fall 2016 campaign from Deutsch teased the character's comeback, with his giant shadow lurking overhead. Now, B&G is playing up his return with commercials that showcase the brand's well-known advertising character in all of his outsized leafy glory. The new work slyly suggests that during the Green Giant's time off the air, he was busy working on new projects, including building up his physique as well as creating some newer Green Giant products.

Deutsch noted that the new commercials feature the character playing a more active role than he has in recent years. General Mills brought the Green Giant back to TV in 2012 for the first time in eight years. More recently, however, the character was not seen on air as the brand changed hands and agencies.

One spot, "Snow Angel," promotes the Riced Veggies line, in which riced cauliflower takes the place of traditional rice. In it, the Green Giant makes a snow angel, seemingly burying the guy who buys his veggie products.

Another spot, "What Did He Learn", featured above, promotes the Veggie Tots line, in which cauliflower and broccoli replace potatoes in "tater tots"-style products. Here, he draws the attention of a woman seemingly as impressed by his extra-large calf muscles as he is himself.

"I grew up with the Jolly Green Giant and having the opportunity to reintroduce such an iconic advertising figure has been a thrill," Dan Kelleher, chief creative officer, Deutsch New York, said in a statement. "It's the Giant we all know and love, but now in more modern, fun scenarios."

The commercials, directed by Ulf Johansson, are set to air on Bravo, Cooking Channel, E!, The Food Network, HGTV, Lifetime, Nick at Nite and elsewhere.

General Mills Inc. sold the Green Giant vegetable line to B&G Foods in November 2015. B&G tapped Deutsch New York as Green Giant's agency of record in January 2016. For years, Saatchi & Saatchi was responsible for the Green Giant brand when it was owned by General Mills.