Welch's Celebrates its 'Real. Grape. Goodness.'
Welch's Whole Story is Now Being Told Where Gen X Mom is Listening
CONCORD, Mass., Nov. 12 /PRNewswire/ -- Today, Welch's unveils a new 'Real. Grape. Goodness' campaign that celebrates our delicious and inherently healthy Concord grape. Welch's Concord grapes which are grown by approximately 1,200 family-farmer owners in vineyards across North America are pressed to make Welch's 100% Grape Juice and other grape-based products. This natural super fruit and the farmers who grow it, represent the authentic essence of Welch's, and they are being brought to life through new TV, print and online commercials, a strong website presence and revamped product labels.
"For a long time, we positioned our 100% Grape Juice as a great tasting family favorite. In the last few years, we repositioned our juice around the strong health benefits associated with the Concord grape and the antioxidant power of our 100% Grape Juice," explains Chris Heye, VP of Marketing, Welch's. "Today, we're telling more of Welch's story to consumers about how we press the entire Concord grape, including the skins and seeds, within eight hours of being picked to capture the grapes' natural antioxidant power, and to ensure a premium quality product. Additionally, our family-farmer owners who grow our Concord grapes and who actually own Welch's, are now sharing their stories of pride with consumers."
The essence story comes to life through a new TV, print and online campaign fronted by TV personality Alton Brown, and featuring Welch's family-farmer owners Jamie Militello and Elizabeth Hamlet Tytka. To capture the essence of Welch's in a truly authentic manner, the TV commercials were filmed among crates of Concord grapes, freshly picked from a Welch's family-farmer owned vineyard in upstate New York, just as harvest was getting underway.
"Moms today have a growing interest in knowing the full story of where their food comes from. This includes the ingredients, how the foods are made, and the people that make them. We have a brand that fits the changing interests of consumers and are bringing that story to life," comments Chris Heye. "As part of this effort, everything you see or hear about Welch's is the real deal. The vineyards are real, the grapes are real, and so are our family-farmers; they're not played by actors."
Welch's has taken a more aggressive approach to all advertising in 2009; for the first time ever, we have been airing our TV commercials from August to November, and carefully choosing the days of the week, to reach Gen X Mom at times when the advertisement is most likely to influence what she buys at the grocery store.
In order to tell more of the Welch's authentic story, the 'Real. Grape. Goodness.' campaign really comes to life on Welchs.com. Family-farmer owners, Jamie Militello and Elizabeth Hamlet Tytka, are profiled on a series of video interviews with Alton Brown who provides viewers with an insider's peek into the pride our family-farmers feel to be a part of Welch's and their passion for growing Concord grapes.
To support the growing importance of online channels, Welch's online advertising spend has increased three-fold since 2008. In particular, the Yahoo! Consumer Direct digital media program has driven significant in-store sales and delivered a return on investment of more than 200%.
Welch's has also invested in a number of synergistic initiatives that continue to build on the authentic, brand essence. In November, a joint initiative with Scholastic called Harvest Grants was launched to help 100 schools grow fruit and vegetable gardens and help thousands of school children nationwide participate in this unique, hands-on lesson that brings to life the importance of healthy eating. Earlier this Fall, as harvest was getting underway, Welch's also launched the Harvest of Help program which resulted in donations of 1 million servings of delicious and nutritious 100% juice to Feeding America to support America's hungry. Jamie Militello and his family headed up this campaign to give back to families nationwide, with a call to action on Good Morning America, live grape stomping on Fox and Friends, and numerous regional TV and radio appearances.
Headquartered in Concord, Massachusetts, Welch's is the processing and marketing subsidiary of the National Grape Cooperative Association whose Concord and Niagara grapes are harvested from vineyards across America and in Ontario, Canada. Since the inception of its "unfermented grape wine" in 1869, Welch's now markets grape juice, grape jelly, and other fruit-based products. Welch's 100% Grape Juice made from Concord grapes helps promote a healthy heart and arteries and maintain a healthy immune system. Welch's is committed to research and development which will meet the growing demand for products that address consumers' health and nutrition needs. Welch's products are sold throughout the United States and in approximately 50 countries around the globe. For more information, visit http://www.welchs.com.
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