US food company General Mills has unveiled a 25-foot-tall Jolly Green Giant billboard in New York City's Times Square to officially launch its multi-million dollar marketing campaign for the Green Giant frozen vegetable range.

The marketing programme includes print and broadcast advertising, transportation and outdoor advertising and consumer sampling. The campaign, For the Love of Vegetables, uses the 80-year-old advertising icon, the Jolly Green Giant, to promote Green Giant frozen vegetable products with low fat sauces and seasonings in an effort to attract more consumers to the brand. For the Love of Vegetables represents the brand's first advertising initiative in more than a decade.

"Despite a more than ten-year hiatus, the Jolly Green Giant is one of the most recognisable advertising icons of the 20th century," explained Green Giant marketing manager Tammy Sadinsky.