Genuine’s Farmer owned. Family grown. campaign told a new and compelling story about Welch’s place in the category. But a year later, we were ready to celebrate Welch’s place in their consumer’s history.
For many of us, Welch’s was our first favorite. And according to social listening, we weren’t alone. Among millennials and boomers, Welch’s Grape Juice was as much a part of a feel-good childhood as sprinklers and pillow forts and staying out until the streetlights came on. So we reconcepted and remixed our assets to refocus on the joys of childhood and the magic of drinking like a kid again, encouraging Welch’s followers to share a taste of their childhood favorite.