Welch’s Purple Grape Juice is an iconic brand in the USA, but had low awareness in the UK. Welch's appointed My Agency to create a TV and print campaign to create standout and sales in a saturated market. ‘Packed with Antioxidants’ hi-lighted the fact that Welch’s has twice the antioxidants of orange juice by making characters out of Welch’s antioxidants who cram twice as many of themselves into a glass compared to the antioxidants in a glass of orange juice. While other premium branded juices declined, ‘Packed with Antioxidants’ achieved dramatic growth for Welch’s Purple Grape Juice, doubling sales and becoming number 1 for advertising awareness among juice brands. The campaign ran for 4 years in the UK and the TV ad was also used in the USA and China.
“Welch’s Grape Juice is +11% in volume for the latest 12 weeks. A phenomenal performance vs. most brands. This growth is being driven by strong advertising (#1 in advertising awareness among juice brands). Without this campaign our sales would definitely be in decline. My Agency deserves an award.”
UK Marketing Director
“I have been truly blessed by working with such a great creative team! Only one other time in my 40 year career have I had the opportunity to work with creative giants who have brought breakthrough material to the client and to the market. This is the stuff that makes it all worthwhile.”
Vice President International