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Client: Welch's
Date: Oct 2018
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Welch’s, a top grape products company, is looking to appeal to what it sees as a frequently ignored shopper in the US – the Gen X man. While many juice companies appeal to a youth crowd, Welch’s is highlighting the antioxidant power of its juice in its ‘Tough As Grapes’ campaign.

The campaign focuses on a new audience of Gen X men with a gritty look at how Welch’s Grape Juice is made with the world’s toughest antioxidants. The brand came upon this strategy after research it did on Gen X males where it was uncovered that: 59% of Gen X men report they are the primary grocery shopper; 73% of Gen X men drink juice with breakfast; and 60% of Gen X men like grape as a flavor.

The ‘Tough as Grapes’ campaign, developed by creative agency Barton F. Graf, is the first step to bringing Welch’s new brand strategy to life and will appear across TV, digital and radio over the next 12 months.

In a series of spots, grape crushing is treated with the same tough tone usually reserved for pickup trucks. In one commercial, we see the ‘El Diablo’ grape pulverizer crushing grapes, spewing blood-like juice and pulp onto a worker. The spot ends with text that states: “The World’s Toughest Antioxidants.” In another, the voice over talks about how the antioxidants in Welch’s grape juice aren’t just “anti-oxidants…they hate oxidants.” It goes on to say that the antioxidants even chase down the leader of the oxidants and beat it to an “oxidant pulp.”


Client: Welch’s

Agency: Barton F. Graf

Chief Creative Officer: Gerry Graf

Chief Executive Officer: Caroline Winterton

Chief Operating Officer: Sara Kastner

Chief Strategy Officer: Laura Janness

Executive Creative Director: Jeff Benjamin

Creative Director: Avinash Baliga

Creative Director: Zoe Kessler

Senior Copywriter: Lucas Tristao

Senior Art Director: Mike Lomanto

Copywriter: Nick Bynum

Art Director: Gage Young

Art Director: James Clunie

Strategy Director: Helene Dick

Account Director: Hayley Zelina

Account Supervisor: Julia Davis

Designers: Elena Woznick, Corey Thomas and Dan Kane

Project Manager: Sarah Scardillo

Head of Integrated Production: David Cardinali

Executive Producer: Cameron Farrell

BTS Production/Stills Photographer: Saul Metnick

Head of Business Affairs: Jennifer Pannent

Production Credits

Production Company: Pulse

Director: Ryan Booth

Executive Producer: Hillary Rogers

Producer: Kevin Clark

Production Supervisor: Elisabeth Compton

DP: Isaac Bauman

Production Designer: Luis Diaz

Wardrobe Stylist: Ron Leamon

Editorial: Whitehouse Post

Lead Editor: Tobias Suhm (Anthem, Antioxidants & Quitter)

Co-Editor: Ray Frech (Job Titles, Grape Blood)

Head of Production: Melanie Klein

Executive Producer: Caitlin Grady

Finishing: Carbon

Executive Producer: Frank Devlin

Creative Director: Kieran Walsh

VFX Producer: Joe Nash

Flame Artist: Brian Benson

Telecine: The Mill

Colorist: Mikey Rossiter

Color Producer: Evan Bauer

Sound Design: Trinitite

Sound Designer: Brian Emrich

Audio Engineering: Wave

Executive Producer: Vicky Ferraro

Mixer: Chris Afzal

Music: Andrew Sherman (Butter Music + Sound) + Mozart