B&G Foods, which purchased the Green Giant frozen vegetable brand from General Mills for $765 million about three months ago, following a deal initially announced in November 2015, has now selected Deutsch as agency of record for the brand, Adweek reports.
Before the sale, Saatchi & Saatchi worked with the brand, which did not have an official agency of record. The brand, of course, is known for its Jolly Green Giant mascot, first introduced in 1928, before the brand was even known as Green Giant. Following the announcement of the brand’s sale, B&G president and CEO Robert Cantwell said he planned to put $32 million toward marketing Green Giant.
“At B&G Foods we have a passion and track record of successfully reinvigorating nostalgic and iconic brands like Green Giant, and repositioning them to make them relevant again for consumers,” Green Giant vice president and general manager Jordan Greenberg said in a statement. “At B&G Foods we have a passion and track record of successfully reinvigorating nostalgic and iconic brands like Green Giant, and repositioning them to make them relevant again for consumers. Deutsch has demonstrated a similar passion, and we look forward to executing on their smart and aggressive marketing ideas to encourage consumers to reconnect with Green Giant.
“To have the opportunity to work on one of the greatest, most powerful icons in advertising history is a real honor,” added Deutsch New York CEO Val DiFebo. “Reigniting the brand with creative that connects with consumers, showcases the brand’s relevance, stands apart in its category and creates brand preference is an exciting opportunity—we can’t wait to get started.”