Welch’s new children’s book says stealing isn’t wrong—if it’s parents taking your Fruit Snacks

The book, developed with Gut Miami, includes an audio version narrated by Kristin Chenoweth

Published On
Aug 15, 2023
A page from the Welch's Fruit Snacks children's Book "Sometimes It's Not Stealing"

Editor's Pick

We learned as kids that stealing is wrong. But a new children’s book from Welch’s Fruit Snacks argues that there is a caveat.

Welch’s storybook, titled “Sometimes It’s Not Stealing,” follows three raccoon children who learn that stealing from others is wrong—you can’t steal your friend’s guitar, or sidewalk chalk, or the neighbor’s mail. But if Mom or Dad is trying to steal some Fruit Snacks, then that little bit of theft is alright.

Here’s a promo that Gut put together for the book:

 

The book, made in partnership with Gut Miami, plays off of the common phenomenon of parents eating some of their kids’ snacks. 

Beginning today (Aug. 15), physical copies of “Sometimes It’s Not Stealing” will be available for purchase on WelchsFruitSnacksForAll.com, and sold as a bundle with a 40-count box of Welch’s fruit snacks for $29.99. Fans can hear Kristin Chenoweth narrate the book by downloading a free e-book version, or scanning the QR code on any box of Welch’s Fruit Snacks purchased during the campaign.

Here’s a video version of Chenoweth reading the full book:

 

This isn’t the first time a brand has written a children’s book. Earlier this year, Huggies and Quality Meats published “The AlphaButt Book” of baby bottoms.

Credits

Date
Aug 15, 2023
Client :
Welch's
Agency :
Gut
President & CEO :
Michael Rosenberg
CMO :
Josh Shapiro
Vice President of Marketing :
Lisa Eustic
Director of Integrated Marketing :
Lauren Rosenberg
Director of Marketing :
Mike Scalera
Vice President of Digital Commerce :
Lou Alaimo
Creative Director :
Katherine Orsomando
Social/Digital Content Manager :
Jess DeNoia
Assistant Marketing Manager :
Gregory Sabbak
PR & Corporate Communications Manager :
Bhavana Lalwani
Brand Manager :
Kevin Reanie
Senior Brand Manager :
Nicole Luisi
Associate Brand Manager :
Sam Gruber
Co-Founder & Creative Chairman :
Anselmo Ramos
Global CEO :
Andrea Diquez
Global Chief Client Officer & Partner :
Carmen Rodriguez
North America CCO & Global Partner :
Ricardo Casal
North America CCO & Global Partner :
Juan Javier Peña Plaza
Global Chief Strategy Officer & Partner :
Fernando Ribeiro
Executive Creative Director :
Danny Alvarez
Creative Director :
Jose Ramirez
Creative Director :
Jeff Schermer
Associate Creative Director :
Daniel Jaramillo
Associate Creative Director :
Sofia Rosell
Art Director :
Alec Plourde
Copywriter :
Caroline Webster
Junior Copywriter :
Sergio del Hierro
Junior Art Director :
Morgan Flatt
Head of Art :
Guido Fusetti
Designer :
Rebecca Miranda
Head of Resourcing :
Junia Parodi
Senior Project Manager :
Kristy Garcia
Head of Account Management :
Joselyn Bickford
Account Director :
Carolina Foster
Account Supervisor :
Nathalie Moreira
Account Executive :
Felipe Oduber
Group Strategy Director :
Matias Candia
Senior Strategist :
Bárbara Reis
Chief Content Officer :
Pedro Porto
Community Manager :
Zachary Gordon
Head of Production :
Renata Neumann
Executive Producer :
Denisse Ramirez
Senior Producer :
Lorenzo Prati
Jr Producer :
Emma Giorelli
Editor/Motion Designer :
Nicolas Fernandez
Director of Communications :
Alexandra Velasco
Communications Coordinator :
Talyr Hill
PR :
Alison Brod Marketing + Communications

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Project Type