• Brandweek, Friday, November 11, 2005 3:15 PM

The Jolly Green Giant visited New York yesterday and took up residence in Times Square. After a ten-year absence, General Mills has brought the Jolly Green Giant back to life as part of an integrated campaign for its Green Giant food product line. In this incarnation, the giant play the role of a health-oriented sage who tells consumers they should follow federal health guidelines and eat more veggies. The effort, created by Saatchi & Saatchi, carries the tagline, "For the love of vegetables." According to Green Giant marketing manager Tammy Sadinsky, "Our marketing campaign will focus on the ways Green Giant is making it easy for Americans to love their vegetables." A 25-foot-tall billboard of the icon went up in Times Square to officially launch the effort.

Read the whole story at Brandweek »