Jolly Green Giant Emerges from Retirement with a $30 Million Budget
A little more than a year after B&G Foods acquired Green Giant and Le Sueur brands from General Mills for $765 million in cash, the Jolly Green Giant is being reimagined in a marketing campaign to appeal to kids.
A trailer, posted on YouTube in September, gives us a taste of the campaign. Kids look up, shadows fall over cities and gigantic footprints appear in fields, but there is no sign of The Giant himself. However, you know he’s there because a young girl waves up at him from a window. The slow reveal of the character creates a sense of suspense and mystery that will help the brand keep momentum going.
Since first appearing in 1925, the Green Giant has come into the modern age. He has an Instagram account, a selfie stick and a $30 million budget handled by Deutsch, the New York Times reported.
Brands are capitalizing on the emotional power of beloved brands and concepts from years gone by (nostalgia marketing) to connect with new audiences and introduce new products. There are plenty campaign elements in this integrated campaign, and a timeframe for the reveal. Read the article …
Watch the one-minute trailer, which also appeared in movie theaters:
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