Shadows Fall and Jaws Drop for a Jolly Green Icons Comeback.
MAKING frozen vegetables hip is a daunting task, but B&G Foods thinks it has just the guy to do it.
The company is bringing back the Jolly Green Giant after a long hiatus to introduce new recipes. But his comeback comes with a twist. The campaign will initially seek to create a sense of mystery by not showing the giant.
B&G, which bought the more than 100-year-old Green Giant brand from General Mills for $765 million last year, is betting that the way to appeal to finicky children and picky parents is with new dishes, an old mascot and a dash of suspense.
In a minute-long trailer released in September titled “The Giant Awakens,” people look to the sky, mouths agape. Cars screech to a halt, raucous children in a swimming pool fall silent and grocery bags fall to the ground. Yet the giant is visible only indirectly: through footprints in fields and shadows that fall across skyscrapers.'>>>
http://www.nytimes.com/2016/12/04/business/media/jolly-green-giant-comeback.html?
