Following a review, B&G Foods tapped Deutsch as marketing and agency of record for its Green Giant brand. Deutsch is tasked with marketing communication strategy, media buying and planning,
packaging redesign and social media, to further expand Green Giant's brand awareness. B&G Foods acquired the Green Giant brand in November 2015, marking the company's debut into the frozen food
category. "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," said Jordan Greenberg, vice president and general manager, Green Giant at B&G Foods. "Deutsch has demonstrated a similar passion, and we look forward to executing on their smart and
aggressive marketing ideas to encourage consumers to re-connect with Green Giant." Added Val DiFebo, CEO of Deutsch NY: "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 this category and creates brand preference is an
exciting opportunity -- we can't wait to get started." Green Giant spent $16.5 million on measured media in 2014 and $3 million the first nine months of 2015, according to Kantar Media.