Developed by Potandon Produce, the exclusive marketer of Green Giant Fresh, the billboard creates an illusion of the mascot physically traversing the screens. Each heavy footfall ripples through the digital landscape before the display erupts with produce, anchoring the brand’s new "Live the Giant Life" initiative. According to Chief Marketing Officer John Rota, the scale of the venue was essential to capturing the brand's heritage while generating immediate consumer impact.
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Green Giant Fresh Transforms Times Square into Giant-Sized Produce Stage
The iconic Green Giant has arrived in Times Square, stomping across two massive digital displays in a campaign that turns urban architecture into a playground for fresh potatoes and onions. Running through October 31, the installation aims to modernize a brand recognized by over 90 percent of American consumers.
Beyond the physical spectacle in New York, the company is leveraging social media and original video content to translate the Times Square momentum to a national audience. For Potandon Produce, the campaign serves as a high-visibility bridge between their established supply network in Idaho Falls and retail partners across North America. CEO Des Hague noted that the project is intended to highlight both the legacy of the brand and the growers responsible for the supply chain, framing essential produce categories as dynamic and relevant for modern shoppers.
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