Fresh potato and onion marketer Potandon Produce has placed a large-format digital billboard in Times Square through October 31, centering on the company's Green Giant Fresh brand in a bid to drive retail sell-through of fresh potatoes and onions heading into the fall selling season.
The installation spans two connected screens and uses the architecture of the displays to animate the iconic Green Giant character crossing the signage landscape — each footfall triggering a screen reaction before an assortment of fresh potatoes and onions fills the frame. The campaign resolves with the tagline "Live the Giant Life."
Retail Shelf Implications
For convenience and grocery buyers, the strategic message is brand equity. Potandon cites consumer recognition above 90% for the Green Giant name, a figure that translates directly to produce-section velocity. Retailers carrying Green Giant Fresh potatoes and onions can expect the campaign to support incremental shopper pull-through during a period when fresh produce competes with packaged snacking and grab-and-go foodservice options across channels.
"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."
In the c-store channel, fresh and minimally processed produce has gained shelf space as operators expand their fresh-food programs to compete with quick-service restaurants. Potatoes — in prepared, pre-cut, and whole form — anchor many back-of-house foodservice programs, from roller-grill adjacent offerings to grab-and-go meal components. A national brand moment of this scale can reinforce category credibility with buyers assessing fresh-produce resets for Q4.
Campaign Reach Beyond New York
Potandon is extending the Times Square creative through social media, original video content, and public relations, designed to give the billboard audience reach well beyond foot traffic on Broadway. Retailers and growers are included in the campaign's outreach — a signal that Potandon is positioning the activation as a trade-marketing asset as much as a consumer-facing brand moment.
John Rota, Chief Marketing Officer of Potandon Produce, said the Times Square format matched the brand's scale ambitions. "The architecture of the screens amplifies his enormous footsteps and dramatic descent, culminating in an explosion of fresh potatoes and onions. It's big, fun and memorable."
For c-store operators and fresh-produce category managers evaluating fall planograms, the campaign is worth tracking as an indicator of where Potandon is investing trade support dollars — and which SKUs may carry co-op or promotional funding through the quarter. Operators looking for context on fresh-food category trends can find related coverage in our fresh-food and foodservice and retail produce reporting.
The billboard runs through Halloween, aligning with seasonal demand for potatoes tied to holiday meal planning — a window that has historically supported lift in both grocery and convenience channels for fresh and value-added potato products.
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.
