Dive Brief:
- B&G Foods' Green Giant brand returns to TV screens this week with a marketing campaign that features the iconic Jolly Green Giant,Adweek reported.
- The campaign features two new spots,德意志纽约制作的“他学到了什么”和“雪天使”。
- The brand has used humor and nostalgia to engage consumers with messages about how even busy families can still enjoy healthy meals during the week.
Dive Insight:
Marketing has been a clear cornerstone of B&G Foods' efforts to revamp and reintroduce the Green Giant brand, but these are some of the first spots the company has released. Last February, B&G Foods said it haddoubled the brand's marketing investmentscompared to Green Giant's former owner, General Mills.
现在，消费者和行业专家可以看到B＆G采用Green Giant品牌的方向以及该公司将使用的主题使其更吸引人对健康的消费者。对欢乐的绿色巨人角色的怀旧之处可以吸引该品牌的忠诚或以前的购买者，同时还吸引了新一代的年轻消费者，他们可能会在未来几年内对这个角色怀旧。
Other brands and product segmentshave also tapped into nostalgiato promote cereal, soda and confections. B&G is betting on nostalgia having similar success for better-for-you vegetable products.
Green Giant has also settled on a health-centric message that specifically targets busy female consumers trying to get dinner on the table each day.Revamping the brand's frozen food lineshas been critical in this effort of balancing health with convenience, includingthe launch of four new frozen vegetable productsin September.
