You can tell you've done a good marketing job if you can convince people that they should pay to advertise your product. That's what happened in 1978, when the town of Blue Earth, Minn. wanting to commemorate the completion of nearby I-90 chose to erect a 55-ft.-tall statue of the Jolly Green Giant. (Green Giant has a plant in the area.) The vegetable company gave the town permission to use its symbol as long as the townspeople provided 100% of the funds. They did, and so today the verdant 4-ton Hercules smiles upon travelers throughout southern Minnesota.