Jolly Green Giant makes his return

B&G Foods has reimagined its famous Jolly Green Giant character in a new series of humorous ads promoting its line of convenient healthier foods.

Following an absence of a few years the famous advertising figure returns in two 30-second spots created by Deutsch's New York office.

The first, titled 'Snow Angel', shows the Jolly Green Giant returning from a journey around the world where he picked up a number of new skills and ideas that helped created the latest range of products.

The second ad, 'What Did He Learn', targets a more adult audience with the narrator commenting that the Giant's "jump squats really paid off," which is met with ogling from an woman in a convertible.

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

The ads will debut this week and will air across the likes of the Cooking Channel and the Food Network.

B&G Foods, which purchased the brand from General Mills in 2015, chose Deutsch's New York office as its agency of record in January last year and tasked it with creating a more modern and relatable identity for the Giant.

Prior to the release of the new ads Deutsch released a mysterious teaser, 'The Giant Awakens', to promote the return of the famous brand mascot and his “Ho Ho Ho” tagline.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs