Ho Ho Ho! Green Giant Is Back

Burnett’s Campaign Has Jolly Huckster Spouting Quirky Lines
CHICAGO–The Pillsbury Co. returns to a more brand-oriented strategy for its vegetable line by resurrecting the Jolly Green Giant in a new print campaign from Leo Burnett.
The oversized vegetable salesman hasn’t been used in Green Giant’s brand advertising since 1991.
The Chicago agency’s campaign, breaking in mid-August, takes a humorous approach to the 75-year-old brand icon. All the ads put the leaf-toga-clad giant front and center, coupled with catchy headlines like, “Give peas a chance” and “Can I pick ’em or what?”
The campaign, part of a year-long celebration of the Giant’s milestone birthday, targets mothers and is appearing in publications such as Parenting and People.