Green Giant will make its horse racing debut Saturday via California Chrome, the Breeders' Cup favorite at Santa Anita Park in Arcadia, Calif. The brand, historically known as Jolly Green Giant, will appear on the green shirt and white pants worn by the horse's jockey, Victor Espinoza, as part of a multifaceted sponsorship that involves livestreaming, social and TV.
The iconic mascot is on a comeback—similarly, as the campaign narrative for "The Giant Awakens" goes, to California Chrome, who won the Kentucky Derby and Preakness last summer before losing at the Belmont Stakes due to an injury out of the gate.
B&G Foods owns Green Giant, which, in recent weeks, has focused more marketing on social media, increasingly pushing content via its YouTube channel and Instagram account. Its website also involves a socially-minded long scroll that highlights Instagram posts and captures email addresses. What's more, Espinoza will appear on Green Giant's Facebook page for a branded Facebook Live video on Friday.
"The brand intends to remind those who grew up with us, that we're here to help and have also grown to meet their changing dietary preferences," said Jordan Greenberg, vp of marketing at B&G Foods. "We're also planning to attract a new generation of people to a well-known and trusted [brand]."