AgencyDeutsch New York
SectorFood and Drink and Grocery food
The 91-year-old mascot is getting a makeover after staying silent for the better part of a decade
The Jolly Green Giant is back, sort of, in the first teaser spot for his much-anticipated reintroduction. As expected, the Giant himself isn’t actually shown, just the literal impact he has on people across the country as they go about their day, in the 60-second spot from Deutsch NY. Expect more spots that don’t actually feature the Giant in the coming weeks in the lead-up to his final reveal in early November, which will include an integrated campaign and new packaging. Deutsch NY won the Green Giant business in January of this year and was tasked with reinventing the mascot -- officially named just the "Green Giant" -- for a modern audience, after a decade of near-dormancy.