For The Love Of Vegetables

The New York Times: After a decade-long hiatus from national advertising, the Jolly Green Giant, an 80-year-old character, returns in a campaign beginning today in print ads and broadcast commercials from General Mills.
Saatchi & Saatchi in New York, a division of the Publicis Groupe, created the campaign, which carries the tagline “For the Love of Vegetables” and will encourage consumers to eat vegetables not simply because of their health value, but also because consumers like them.
The print ads will run in several magazines, including Good Housekeeping and Ladies Home Journal. Also, a billboard bearing the image of the Jolly Green Giant will be installed in Times Square this week.
The Jolly Green Giant has been in the news recently. Len Dresslar, who was recorded saying “ho, ho, ho” as the voice of the giant in a jingle in 1959, died Oct. 16 at the age of 80. And in September, the giant was recognized by the trade publication Advertising Age as the third most recognizable American advertising icon of the 20th century, behind Tony the Tiger and the Marlboro Man.
[via The Spunker]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.