WELCH’S

THE MIGHTY CONCORD

A CHALLENGE ONLY FOR A SUPERFRUIT

The Concord grape was called on to go where no other grape has gone before… the social channel feeds of millennial moms. Welch’s was in need of a stronger social presence and was up against a pretty tricky conversation being had over in aisle 6 (that’s the juice aisle). That conversation was sugar. Unlike many other national conglomerate food brands, Welch’s product was on the pure side of no added sugars and offered gallons of health benefits. The audience on social needed to be reassured and only one thing could help do that ... The Mighty Concord.

A Heroic Social Video Series

The lovable grape wasn’t just some #totes-adorbs hero, it was also a great platform to get quick information out to consumers in a really fun way. Animated to be flexible enough to morph into anything the mind dreamed of, it opened up endless opportunities on presenting healthy benefits in a way that made close to 85M thumbs stop scrolling through their social feeds to check out the hero in action.