Having successfully established Welch’s Purple Grape Juice as a rich source of antioxidant's, Welch's asked My Agency to create a new, more emotional campaign for the UK. To help further drive awareness of Welch's commitment to goodness, the campaign was to focus on Welch's pure and unique Concord grapes and the family farmers who for 140 years have grown them. We identified a key fact, that every glass of Welch's contains over 40 grapes. The idea is expressed in the line 'A Whole Bunch of Good' and the TV ad features a young family having fun picking Welch's grapes by hand. The TV ad also features Welch's new look packaging which embodies the Whole Bunch of Good idea.