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[Editor’s Note: As the holidays near, we spoke to Kristin Berlew, senior manager, PR, B&G Foods, which owns Green Giant. We asked about the brand’s holiday plans amid uncertainty surrounding COVID-19, as well as how its messaging strategy changed. Responses were lightly edited.]

PRNEWS: Thanksgiving is going to look a lot different this year. How is Green Giant preparing for this holiday season?

Kristin BerlewSenior Manager, Public Relations B&G Foods

Kristin Berlew: We are very excited to debut an update to our float in the Macy’s Thanksgiving Day Parade. The Green Giant’s beloved apprentice, Little Green Sprout, will appear for the first time.

We are still evaluating our Thanksgiving initiatives for this year. We have a number of fun ideas and will decide soon whether we should move forward or hold for 2021.

PRNEWS: How are you weighing your options?

Berlew: It’s been a tough year to plan ahead, not knowing how the pandemic will impact American lives and the news cycle. We are evaluating our plans week-by-week and need to be nimble enough to shift plans to 2021, if that feels like the most appropriate thing to do.