The rebranding, which includes a refreshed logo, package redesign and revamped social media presence, is the first for Welch’s in 10 years. It acknowledges that while consumers have fond associations with Welch’s grape-juice heritage, the brand hadn’t done enough to distinguish its other offerings in recent years, which include mango, peach cranberry, orange-pineapple, fruit punch and other flavors.
“We’ve been around for 150 years and we’ve been very consistent. But sometimes your greatest strength becomes your greatest weakness. So for us, part of it was we didn’t change with the times fast enough as a brand,” Utke said.
“People know us for our bold flavors,” he continued. “But at the end of the day, when we talk to consumers and ask what do you think about Welch’s, it’s like, ‘You guys are a big jug of grape juice for kids.’ That hurts, because we stand for so much more than that.”
The rebrand accompanies a sizable increase in media spend, Utke said. “It’s huge for Welch’s. Especially for our business that’s owned by a farmers’ coop, it’s been great that they’ve been willing to invest back in the business,” Utke said. “When I started about a little over two years ago, we had a modest budget. I mean, we had less than $10 million to spend. And we’ve increased our budget over 300% over the last two years.”
Welch’s spent $1 million in measured media over the first half of 2023 vs. $1 million in all of 2022, according to Vivvix, including paid social from Pathmatics.
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Before its relationship with Fitzco, Welch’s had worked with Anomaly on the “Keep Crushin’ It” campaign in 2021.
The vast majority of Welch’s advertising is in digital channels today, with retail media and social the top areas of focus. “Walmart.com, Walmart Connect, Target.com, Instacart—there’s a lot of dollars we’re spending across those metrics,” Utke said. “And from a digital and a social perspective, we’re following our consumer. So we’re using purchase-based targeting and we’re investing in social in a big way.”
Grounded in the consumer
Work began in 2022 as Welch’s made sure its brand positioning was “grounded in the consumer,” so that its various customer segments would be receptive to the rebrand, said Utke. While Welch’s broadest customer group is young families, items within its portfolio reach into narrower segments. Refrigerated juices, for example, over-index in urban areas and with Hispanic families, Utke said.
Welch’s then moved on to a packaging overhaul led by Sterling Brands.
Sterling tweaked the Welch’s logo, introducing a curvier type, a wavier label, and an apostrophe and other elements resembling juicy splashes to connote refreshment and excitement. Each category within the portfolio (juices, fruit spreads, sparkling beverages and snacks) received its own treatment, using real fruit photography on the label.