About a year ago, B&G Foods bought the iconicGreen Giant brand of frozen vegetables from General Mills. As our chapter 2 “What’s Now?” post explained, the frozen vegetable category has been in decline for at least the last decade. B&G hopes to resurrect the brand and the category. The Green Giant ad below was typical of its promotion for much of the 1960s, 1970s, and 1980s. This brandchannel article, “#TheGiantAwakens: Social Campaign Teases New Jolly Green Giant” (December 7, 2016) highlights a YouTube video and Instagram posts as part of a contemporary update to the Green Giant.
Go to YouTube and search “Jolly Green Giant tv ads” and view one of the new 2017 television ads. For this ad, “The Giant Awakens” video in the article, and the two Instagram posts, use your logic to infer the target market and promotion objectives for each of these communication elements (see chapter 13 for ideas).