Green Giant 'awakens' and taps into nostalgia in new ad campaign

Dive Brief:

  • B&G Foods' Green Giant brand returns to TV screens this week with a marketing campaign that features the iconic Jolly Green Giant, Adweek reported.
  • The campaign features two new spots, "What Did He Learn" and "Snow Angel," produced by Deutsch New York.
  • The brand has used humor and nostalgia to engage consumers with messages about how even busy families can still enjoy healthy meals during the week.

Dive Insight:

Marketing has been a clear cornerstone of B&G Foods' efforts to revamp and reintroduce the Green Giant brand, but these are some of the first spots the company has released. Last February, B&G Foods said it had doubled the brand's marketing investments compared to Green Giant's former owner, General Mills.

Now consumers and industry experts can see the direction in which B&G is taking Green Giant's branding and what themes the company will use to make it more appealing to health-conscious consumers. Nostalgia for the Jolly Green Giant character could attract loyal or prior purchasers of the brand while also engaging a new generation of younger consumers who could be nostalgic about this character in years to come.

Other brands and product segments have also tapped into nostalgia to promote cereal, soda and confections. B&G is betting on nostalgia having similar success for better-for-you vegetable products.

Green Giant has also settled on a health-centric message that specifically targets busy female consumers trying to get dinner on the table each day. Revamping the brand's frozen food lines has been critical in this effort of balancing health with convenience, including the launch of four new frozen vegetable products in September.

Filed Under: Corporate Marketing
Top image credit: Flickr user Doug Kerr