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
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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
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