Mark Oppold with An American Agriculture History Minute highlights a surprising and influential chapter in U.S. agricultural and marketing history—one that connects food production, consumer tastes, and one of the most recognizable mascots in America.
Leo Burnett’s Early Career in Agriculture
Leo Burnett, who would later become one of the most influential figures in advertising history, began his career working for the Minnesota Valley Canning Company. In 1924, the company was based in Le Sueur, Minnesota, a region deeply tied to agricultural production and food processing.
At the time, the canning company made a significant move by releasing golden cream style corn. This was a notable shift in the marketplace. Prior to this product, white sweet corn dominated consumer demand, while yellow corn was largely considered livestock feed, primarily used for horses rather than for human consumption.
Changing Consumer Perception of Corn
The introduction of golden cream style corn marked an important turning point. It challenged long-held assumptions about what types of corn were suitable for the dinner table and helped expand consumer acceptance of yellow corn as a food product. This shift reflected broader changes in agricultural processing, marketing, and consumer education during the early 20th century.
From a Terrifying Mascot to a Cultural Icon
At the time, the Minnesota Valley Canning Company used a Green Giant as its mascot—but the original version was far from friendly. Described as terrifying, the character lacked the warmth and appeal needed to connect with consumers.
Leo Burnett recognized this problem and reimagined the mascot. He transformed the frightening Green Giant into the Jolly Green Giant, a friendly, approachable figure who embodied abundance, quality, and trust in agricultural products. This redesign became one of the most successful branding decisions in food marketing history.
A Lasting Legacy in Agriculture and Marketing
Leo Burnett’s work not only helped redefine a company mascot but also played a role in shaping how agricultural products were presented to consumers. The Jolly Green Giant became a lasting symbol of American agriculture, demonstrating how storytelling and branding can influence food preferences and agricultural markets.
That transformation remains a powerful example of how agriculture, innovation, and marketing intersect—making Leo Burnett an enduring part of American agriculture history.