Welch's: Tough As Grapes by Barton F. Graf
- Location:
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.”
Credits
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
