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    Brand Icon Looms Larger on New Green Giant Fresh Packaging

    The Sholl Group has changed the brand’s packaging to re-emphasize the Jolly Green Giant.

    In a move that will take advantage of the equity and recognition of the Jolly Green Giant, The Sholl Group II, a pioneer in the fresh produce industry and marketer of select Green Giant Fresh produce, is changing the packaging to increase the size of the green celebrity on all of its branded fresh grocery produce products.

    The top third of the packaging is now devoted entirely to the Green Giant, his logo, and his valley.

    "We decided to increase the size of the Green Giant because the Green Giant brand is recognized by 96 percent of consumers and has tremendous brand equity, as well as now delivering first rate on-shelf shop-ability," said Darci Eckermann, The Sholl Group's s.v.p. "It is synonymous in consumers' minds with quality, freshness, and trust."

    The Green Giant, introduced in 1925, was rated the No. 1 icon of the 20th century.

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