The Jolly Green Giant is back

Today, a 25-foot tall billboard of the Jolly Green Giant went up in New York City's Times Square to officially launch the integrated campaign for Green Giant tagged, "For the love of vegetables."

The multimillion-dollar campaign, created by Saatchi & Saatchi, New York, broke Tuesday with regional TV broadcast ads in New York, Baltimore, Cincinnati and Washington, D.C., and shows the icon asking viewers, "What if you ate vegetables just because you liked them?" The thirty- second spot television commercials will run in Boston, Philadelphia, New York, Hartford, Washington, D.C., Baltimore and Cincinnati leading up to the Christmas holiday. Advertising on buses and billboards in New York, Boston and Hartford will round out the campaign. Print runs through December in women's titles like Family Circle and Good Housekeeping.

Green Giant will also hit the road throughout the Northeast with a sampling program designed to highlight its vegetable products. A Green Giant Vegetable Love truck, a converted ice-cream truck, will be traveling the streets of New York City, Boston , Philadelphia, Baltimore and Washington, D.C.