A larger-than-life digital billboard featuring the Green Giant mascot is now running in Times Square, marking one of the boldest consumer-facing brand investments Potandon Produce — the exclusive North American licensee of the Green Giant Fresh brand for potatoes and onions — has made to date. The campaign runs through October 31 and spans two connected digital displays engineered to create the illusion of the Giant physically moving through the space.
The Creative Execution
The animation shows the Giant stepping across the screens, his footfalls shaking the surrounding landscape before an explosion of fresh potatoes and onions fills the display. The sequence closes with the campaign tagline: "Live the Giant Life." Potandon developed the creative specifically for the scale and architecture of Times Square's dual-screen format, a setup that allows continuity of motion across adjacent panels — a technique brands in the consumer packaged goods space have used to generate earned media beyond the physical footprint.
"The architecture of the screens amplifies his enormous footsteps and dramatic descent, culminating in an explosion of fresh potatoes and onions," said John Rota, Chief Marketing Officer of Potandon Produce. "It's big, fun and memorable."
What It Means for Retail Partners
For grocery and foodservice buyers, the campaign has a clear downstream implication: Potandon is investing in category-level demand generation for two produce staples — potatoes and onions — that can sometimes struggle for excitement on the shelf. The company notes that the Green Giant brand carries recognition among more than 90% of consumers, giving retail partners a national brand halo to leverage at point of sale.
"For our retail partners, Green Giant Fresh potatoes and onions represent the combination of an iconic national brand and the quality, consistency, and category expertise behind Potandon Produce," said JP Sureus, Head of Sales at Potandon Produce. "This campaign brings that story to life on a tremendous stage and creates new energy around two essential produce categories."
That framing matters for supermarket operators and foodservice distributors alike. Brand-backed produce programs — where a recognizable consumer name sits above the commodity — have gained traction as a way to differentiate sections of the store that are otherwise undifferentiated on brand. The Times Square activation extends that logic to one of the highest-visibility media environments in the country, with social media, original video, and PR planned to amplify reach beyond New York City.
Industry Context
Fresh produce marketing at a national scale remains relatively rare compared to center-store or frozen categories — making this kind of investment notable for the broader fresh produce and foodservice supply chain. For operators tracking retail produce category trends, Potandon's move signals growing confidence in brand-driven merchandising as a tool to elevate commodity items.
Des Hague, CEO of Potandon Produce, called the campaign "a bold celebration of the brand's legacy, the growers behind our fresh potatoes and onions, and the energy" the marketing team is building around the Green Giant Fresh platform. The Idaho Falls-based company markets through a nationwide network of growers and packing operations, supplying retailers continuously across North America.
The billboard runs through Halloween. Retailers and trade partners looking to capitalize on the campaign's social momentum can follow or tag @greengiantfreshpo on Instagram.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
