B&G Foods Names Deutsch Agency of Record For Green Giant®
January 29 2016 - 10:52AM
Business Wire
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.”
Connect with Green Giant on Facebook, Twitter and Instagram.
About B&G Foods
B&G Foods, Inc. (NYSE: BGS) and its subsidiaries
manufacture, sell and distribute a diversified portfolio of
high-quality, branded shelf-stable and frozen foods across the
United States, Canada and Puerto Rico. Based in Parsippany, New
Jersey, B&G Foods’ products are marketed under many recognized
brands, including Ac’cent, B&G, B&M, Baker’s Joy, Bear
Creek Country Kitchens, Brer Rabbit, Canoleo, Cary’s, Cream of
Rice, Cream of Wheat, Devonsheer, Don Pepino, Emeril’s,
Grandma’s Molasses, Green Giant, JJ Flats, Joan of Arc, Las Palmas,
Le Sueur, MacDonald’s, Mama Mary’s, Maple Grove Farms, Molly
McButter, Mrs. Dash, New York Flatbreads, New York Style, Old
London, Original Tings, Ortega, Pirate’s Booty, Polaner, Red Devil,
Regina, Rickland Orchards, Sa-són, Sclafani, Smart Puffs, Spring
Tree, Sugar Twin, Trappey’s, TrueNorth, Underwood, Vermont Maid and
Wright’s. B&G Foods also sells and distributes
Static Guard, a household product brand.
About Deutsch Inc.
Deutsch is a fully integrated agency known for its award-winning
creative campaigns. Integrated practices include creative
advertising, media planning and buying, all aspects of digital
marketing, multicultural marketing, public relations, social media,
design, branded entertainment and experiential marketing. Deutsch’s
clients include Sprint, Volkswagen, Johnson & Johnson, PNC
Bank, Taco Bell, Samsung, Target, Sherwin-Williams, Dr Pepper,
Nintendo, Novartis Worldwide, Georgia-Pacific, among others.
Deutsch has been named one of the world’s top most innovative
companies in Advertising by Fast Company, and has been honored nine
out of the past 10 years on Advertising Age’s Agency A-List.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160129005654/en/
For B&G Foods:ICR, Inc.Matt Lindberg, 203-682-8214orFor
Deutsch:Vonda LePage, 212-981-7680
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