relaunch, integrated campaign
The iconic Jolly Green Giant first appeared in advertising in 1925. Over the decades, he became the dominant symbol for the canned and frozen vegetable brand and was known by nearly everyone in the US market. However jolly he may have been, by the mid 1990’s, he had become a sleeping giant. Unused for nearly 8 years.
We were asked to re-invent and relaunch the dusty icon.
While we remained true to his heritage, we infused his character with wit, charm and a modern tonality. We gave him a physical makeover too, altering his physique and aesthetic to prepare him for integrated communications.
Instead of using the Green Giant as a background character, we used him as the hero. In fact, although he is still never heard, it is the first time the Green Giant has ever said anything more than „Ho, Ho, Ho“.
Today, the Green Giant is the third most recognized advertising property of the 20th century, and continues to encourage kids in America and Europe to eat their veggies.