Deutsch Tapped to Reinvent the Iconic Jolly Green Giant

Shop named AOR for B&G Foods brand

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The Jolly Green Giant needs a bit of a face-lift, and Deutsch is going to help give it to him. After a review, B&G Foods announced the N.Y.-based shop will take over as the agency of record for Green Giant with the goal of helping the brand become more digitally savvy in its future marketing plans and reviving the iconic giant mascot.  

The decision comes roughly three months after General Mills completed its sale of the brand to B&G Foods in a deal worth $765 million in cash. The sale was initially announced in November 2015. Prior to the deal, when the brand was still with General Mills, Saatchi & Saatchi handled some creative work for 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. 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," Jordan Greenberg, vp and general manager for Green Giant, said in a statement. 

Over the years, the frozen and canned vegetable brand became easily recognizable by its larger-than-life mascot, which it first introduced in 1928. The giant later became known for singing "Ho, ho, ho" in his classic, thunderous voice. 

In a statement, Val DiFebo, Deutsch New York CEO, said, "To have the opportunity to work on one of the greatest, most powerful icons in advertising history is a real honor. 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."

There was no word on how exactly Deutsch plans to reinvent the mascot or whether we will continue to hear the giant's bellows. In recent years, Green Giant has focused on the tagline "Veggies for real life" and highlighted stories of busy moms and dads getting vegetables onto their kids' dinner plates. But there's been no giant in sight. 

At the time of Green Giant's sale, Robert Cantwell, president and CEO of B&G Foods, announced that he planned to put $32 million toward marketing for the frozen vegetable brand. General Mills spent between $15 million and $16 million on marketing for Green Giant.

@ktjrichards Katie Richards is a staff writer for Adweek.