GREEN GIANT
Re-inventing the legendary advertising symbol
The iconic Jolly Green Giant first appeared in advertising in 1925. Over the decades, he became the dominant symbol for the canned and frozen vegetable brand and was known by nearly everyone in the US market. However jolly he may have been, by the mid 90’s, he had become a sleeping giant. Unused for nearly 8 years.
We were asked to re-invent and relaunch the dusty icon, and to give him a modern tonality and fresh look.
While we remained true to his heritage, we infused his character with wit, charm and a modern tonality. We gave him a physical make-over too, altering his physique and aesthetic to prepare him for integrated communications using modern production techniques.
The launch campaign that re-introduced him to the nation was the first instance the Green Giant had ever said anything more than „Ho, Ho, Ho“.
Today, the Green Giant is the third most recognized advertising property of the 20th century, and continues to encourage kids in American and Europe to eat their veggies.
