WELCH’S

FAMILY OWNED. FARMER GROWN.

The Campaign

Welch’s was in need of a brand campaign that could not only help get the attention of incredibly busy modern-millennial-moms but also organically build brand credibility and trust within the category along the way. Farmer Owned. Family Grown. focused on combatting consumer skepticism of a big national consumer brand by telling the simple and honest truth of where America’s favorite grape products come from – the farmer families cooperative that makes up Welch’s.

The direction of each spot was simple – keep the camera rolling and let each featured co-op family have a moment to tell their story of passion and commitment that runs generations deep.

360° Brand campaign

The campaign consisted of a multi-channel suite bringing the refreshed tone to; welchs.com, national broadcast, social campaign, and targeted ads. Each stop of the campaign journey delivered an authentic message from the real co-op farmers that collectively own and make up Welch’s.