Welch’s Churns Out Tough as Grapes Campaign

Welch’s latest marketing campaign, Tough as Grapes, focuses on a new audience of Gen X men and captures how its juices are made.

Targeting Gen X men, Welch’s has released a marketing campaign titled Tough as Grapes. The effort maintains a keen focus on the antioxidant aspect of its juices. The push relies on research indicating that Gen X males like grape as a flavour and drink juice with breakfast.

The studies also show that men drink more juice than women. Using those insights, Welch’s has designed the push around the nutritional benefits of its offerings. The brand aims to drive awareness around the importance of improving health with the help of antioxidants.

Welch’s is a co-op and 100 percent of its profits support the 800 family farmers who work year-round in some of the harshest weather conditions. Their communities are based in the Great Lakes, Finger Lakes, and Yakima Valley regions, which grow the grapes used in the juice.

“The juice segment and shopping behaviours are changing. It was time to disrupt the category by making the move to reinvigorate the juice aisle. This campaign solidifies our dedication to the modern grocery shopper and champions the antioxidants in our grapes,” said Lesya Lysyj, US President of Welch’s.

Tough as Grapes was developed by creative agency, Barton F. Graf, and encompasses executions made for television, digital, and radio. The adverts will be featured on select platforms across the next twelve months. There are three spots available for viewing.

Watch the Welch’s ads here: Job Titles; Antioxidants; and Cup Slam.