• by Karlene Lukovitz  @KLmarketdaily, October 10, 2011

At a time when we’re all increasingly bombarded with information about nutrition’s affects on health, simplicity can sometimes cut through the noise.

That seems to be the takeaway from the new marketing campaign for Welch’s 100% Grape Juice products.

Welch’s’ previous campaign employed Food Network television personality/food expert Alton Brown to stress the scientifically-demonstrated antioxidant benefits of the polyphenols in the products’ Concord grapes. This creative, from VIA, was particularly successful with highly health-conscious consumers who stay on top of the latest on nutritional/health findings. (Welch’s Grape Juice’s sales volume exceeded budgeted levels by 20% during the campaign, reported Advertising Age.)

However, honing the appeal for the larger universe of typical moms required evolution, and consumer research pointed the way, report Welch’s CMO Matt Wohl and VIA CCO Greg Smith.

“In talking to moms about the previous [campaign approach], we kept hearing that they want simple solutions for keeping their families happy and healthy” -- and that given their family/work juggling acts, moms tend to “tune out” if the messaging is too complicated and clinical, notes Wohl.

The new campaign directly addresses the brand elements that are most meaningful and have a stronger “emotional pull” with moms: no-sugar-added, all-natural, containing two servings of fruit per glass and, of course, offering taste appeal for kids and adults alike, sums up VIA’s Smith. In addition, it brings in other brand equities – notably, that Welch’s has been family-farm owned since its inception in 1869.

The campaign’s current TV spot shows a family walking through the upstate New York vineyards where the grapes for Welch’s are grown, with a voiceover conveying that “It’s the simplest things that make life sweet, like Welch’s Concord grapes … Plump, ripe and ready to become rich and delicious Welch’s 100% Grape Juice … with two servings of fruit in every glass, and no sugar added, ever.”

Alton Brown continues as a presence, but his expert credibility is employed more subtly, sans scientific health-benefit explanations. He makes a brief appearance, simply adding: “It’s just that good.” The family-owned farm element is incorporated at the spot’s conclusion.

The campaign also includes print ads in lifestyle magazines geared to mothers, with creative showing extreme close-ups of Welch’s’ grapes and a smaller image of the juice bottles, a “Plump, juicy, delicious” headline, and short copy stressing the “no sugar added” and “two servings of fruit” benefits.

Digital elements, including Facebook, online ads and the Welch’s site, are currently emphasizing a “Taste the Harvest” theme, this being the vineyards’ Concord grape harvest time. For example, the site is offering videos of the harvest which, when viewed, unlock coupons for Welch’s products. (Since most brand fans can’t take up Welch’s offer to physically visit the farms at harvest time, Welch’s is bringing the harvest to them through the videos, notes Wohl.)

In addition, Welch’s partnered with Zagat to create a free guide. The “Taste the Harvest Guide: Where and How to Eat Fresh, Local and Seasonal” includes Zagat ratings/reviews for 196 U.S. restaurants (across 16 markets) recognized for their farm-to-table practices; a selection of farmers markets across the country; a “What Produce is in Season When” list; tips for incorporating heart-healthy, seasonal fruits and vegetables in your diet; exclusive, seasonal recipes from registered dieticians; and a profile of a Welch’s family-farmer owner.

The guide was introduced during this year’s recent Food Network New York City Wine & Food Festival Presented by Food & Wine, and is now available for downloading through an area of the Welch’s site (welchs.com/zagat).

Welch’s is also conducting tours of the vineyards for retailer customers, according to Wohl.

Print ads are the main media for a parallel campaign for the Light varieties of Welch’s purple and recently introduced white grape juices. These ads, being run in healthful-cooking magazines including Cooking Light, have similar visuals to those for the regular juices, but stress the “crisp, delicious” light versions’ 45 calories per glass, and note that they are high in antioxidants/Vitamin C.