General Mills has kicked off a multimillion-dollar marketing campaign around its Green Giant frozen vegetable products, reviving the iconic Jolly Green Giant in a first-time sampling effort for the brand.
The campaign, For the Love of Vegetables, highlights the 80-year-old Jolly Green Giant to promote the great taste of frozen vegetables with its offerings of low-fat sauces and seasonings. This month, General Mills unveiled a 25-foot-tall Jolly Green Giant billboard in New York City's Times Square to launch the campaign.