The frim handed the consumer brief to Richmond Towers Communications following a three-way pitch.
The budget for the PR campaign is part of the total marketing spend of £5.2 million for the Green Giant range of vegetable-based products
The agency will try to connect the 'jolly green giant' with a younger generation.
Agency director Nikki Thomson will head up the account reporting to brand manager Nadine Wilson.
Richmond Towers already runs General Mills' corporate account.
A Saatchi & Saatchi TV ad campaign for the brand kicked off last month.