AgencyDeutsch New York
SectorFood and Drink and Grocery food
The 90-year-old mascot undergoes his latest full redesign
After months of social media and television teasers, viewers finally get to see the Jolly Green Giant’s new look, from head to toe. This is the first time the verdant behemoth has shown his face since his redesign by Deutsch New York, shepherded to completion by CCO Dan Kelleher, who took the reins of the project when he joined the agency in May of last year. Compared to the brand’s logo, the new giant keeps his wide face, pronounced chin and elfin ears, though his nose is more prominent, and his eyes are unmistakably green. The two 30-second spots debut this week on TV stations like Bravo, the Cooking Channel, E!, Lifetime, HGTV, VH1, Nick at Nite, and the Food Network.