In 'The Big Apple,' the Green Giant makes a comeback
October 03, 2012
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| Children at Grand Central Station in New York give the Jolly Green Giant the high five. Through technology, it appeared as if they were on a screen with the big fellow. |
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General Mills Global Communications |
After eight years away from the spotlight, the Jolly Green Giant has returned in a “larger-than-life” way to encourage families to eat more vegetables – including an appearance yesterday in New York City’s busy Grand Central Terminal.
For seven hours Tuesday, families – an estimated 750,000 people pass through Grand Central every day – got an opportunity to interact with the iconic, emerald leviathan through the miracle of technology.
Folks were able to "high-five" the Green Giant, and with techology they appeared on a screen, seemingly right along side the big fellow.
The event was part of a larger effort by the Green Giant brand to resurrect what Advertising Age magazine once called the third most effective marketing icon of the 20th century.
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A passerby in Grand Central Station Tuesday in New York had the chance to appear on the same screen as the Jolly Green Giant. |
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Many baby boomers and Generation Xers knew him well, and wondered whatever became of the
Green Giant. But the Millennial Generation – those born between 1982 and the early 2000s – have had little exposure to him.
On Tuesday at Grand Central Station, hundreds of people high fived or fist bumped the interactive Jolly Green Giant, and thousands stopped by to watch the event and snap their own photos.
People of all ages and backgrounds took the stage and gave their best 'Ho Ho Ho' impressions.
The Green Giant also has taken a giant step forward into the spotlight in other venues.
He’s featured more prominently in the packaging of the new line of Green Giant Seasoned Steamers, has his own Facebook page, and is front and center in two new commercials.
According to surveys, most Americans don't consume enough veggies, yet most people know they should be eating more, but they aren’t necessarily inspired. With the Green Giant as their wingman, the brand is hoping that changes.
