reinventing a 150-year-old brand.

Welch’s has been around for a long, long time. Our parents drank it. Their parents drank it. And their parents probably drank it too.

But after a century and a half, images of their family-owned farms just weren’t hitting home anymore.

So, we found a new way to connect with modern families by harnessing the power of real fruit.

On July 1, 2023 we launched Let’s Fruit Stuff Up: a brand new, 360-degree brand platform. The flagship spot, Miss Real Fruity, featuring a cheeky remix of the Bubba Sparxx classic Miss New Booty, reminds parents that the big, bold flavor of real fruit makes dull, everyday moments burst with fun. And that’s the message we plastered everywhere: billboards, contextual OOH, social, digital, radio… you name it, we’re fruiting it up.