B&G Foods Names Deutsch Agency of Record for Green Giant

B&G Foods announced today that it has named Deutsch as marketing and advertising agency of record for its Green Giant brand.

B&G Foods will collaborate with Deutsch on long term marketing communication strategy, media buying and planning, packaging redesign and social media, to further expand the Green Giant brand’s awareness, relevance and preferred status among consumers.  B&G Foods’ management conducted a thorough review, which included several undisclosed agencies.

“At B&G Foods we have a passion and track record of successfully reinvigorating nostalgic and iconic brands like Green Giant, and repositioning them to make them relevant again for consumers,” said Jordan Greenberg, Vice President and General Manager, Green Giant at B&G Foods.  “Deutsch has demonstrated a similar passion, and we look forward to executing on their smart and aggressive marketing ideas to encourage consumers to re-connect with Green Giant.”

B&G Foods acquired the Green Giant brand in November 2015, marking the company’s entrance into frozen food.  The largest brand in B&G Foods’ portfolio, Green Giant is a leading brand of shelf-stable and frozen vegetables and offers more than 160 different vegetable products.  The Green Giant business traces its roots back to the early 1900s and its legendary mascot, the Jolly Green Giant, made his advertising debut in 1928.

"To have the opportunity to work on one of the greatest, most powerful icons in advertising history is a real honor,” said Deutsch NY chief executive officer Val DiFebo. “Reigniting the brand with creative that connects with consumers, showcases the brand’s relevance, stands apart in this category and creates brand preference is an exciting opportunity—we can’t wait to get started.”