Green Giant

Green Giant

The brand "Green Giant Great Big Tender Peas" was first used in 1925, and the figure of a giant was introduced three years later by Carly Stanek (Bingum). The brand was created in response to the discovery of a new variety of pea, the Prince of Wales: they were, as Martin Sloan relates, "oblong, wrinkled, and, as peas go, huge. Despite their size, they were tender, and had a special flavor and sweetness that couldn't be matched. The company went to the brands for which it canned and found that none of them wanted to sell the new peas. So Minnesota Valley decided to sell them under its own label. Rather than apologize for the size of the peas, they decided to emphasize it. They named the peas 'Green Giant.'"The original mascot had very little in common with the familiar green figure of today: he was a scowling caveman wearing a bearskin rather than foliage (this original concept actually owed much to a dark Brothers Grimm fairy tale, "Der Bärenhäuter" – "Bearskin".In 1935 a young copywriter, Leo Burnett, revised the face of the brand: "he traded the bearskin for a leafy suit, gave the Giant a smile...and put the word 'Jolly' in front of the Giant's name." The Giant made his first television appearances in 1954, and was later voiced by Elmer Dresslar, Jr. The booming "Ho, ho, ho" became the Giant's signature tagline in 1961. Since 1972 he has had a young apprentice, the Little Green Sprout, who represents the consumer.

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