Green Giant’s iconic smiling giant mascot will be sporting a new look for a good cause this month. The company’s Jolly Green Giant will proudly show off a moustache for the month of November as part of their partnership with the Movember Foundation, which is an organization that spreads awareness and raises funds for health issues such as prostate cancer, testicular cancer, mental health and suicide prevention.
In addition to sporting a moustache on the Green Giant logo, the company will also add a 15-pound moustache to the 55-foot tall Jolly Green Giant statue in Blue Earth, Minnesota. The moustache measures four feet long and according to the company, it would take the average man eight years to grow a moustache of this size.
“Family has always been at the heart of the Green Giant brand,” said Jordan Greenberg, Vice President & General Manager, Green Giant. “Partnering with the Movember Foundation to leverage the Green Giant’s likeness to support young men feels like a natural fit. We hope that the Green Giant’s new moustache inspires awareness around The Movember Foundation’s mission and men’s health issues.”
Green Giant’s ongoing marketing campaign features their mascot sporting a stylish new moustache every week across all their social media platforms. The company will also promote their campaign through their highly coveted billboard space in New York’s Times Square which will display their Jolly Green Giant’s new moustache styles throughout the month of November. In addition to spreading awareness, Green Giant will also contribute a monetary donation to the Movember Foundation.
This move comes as food companies are trying to connect with socially conscious consumers. Throughout the past few years, major food organizations have been promoting new initiatives to better the environment, animal welfare and human health.
This is why Green Giant is not the only brand involved in a partnership with the Movember Foundation. In fact, the Movember Foundation has partnered with two more companies that have iconic brand mascots: Planters and Monopoly. Planters’ famous Mr. Peanut mascot will be sporting a moustache this month and Mr. Monopoly will be shaving his off.
“We are all about getting the awareness out there to help men live a longer life, and a key part to that is making sure we have a really strong and well-rounded influence. That comes from trying to broker as many partnerships with inspiring, fun, noteworthy and well-known brands as possible, and this mascot opportunity was a really fun one that came to us,” Elizabeth Phipps Drewett, director of corporate partnerships for the Movember Foundation, said in an interview with Adweek.
There have been multiple studies that found that companies that partner with charities can attract more millennial consumers. In fact, 70 percent of millennials claim that they would spend more on brands that support causes. Considering the fact that millennials represent the largest segment of the US workforce, this is a huge opportunity for food companies. So, it looks like Green Giant’s charitable partnership with the Movember Foundation is beneficial for both parties.