- Alex Palmer

Welch's is gearing up to promote its grapes and the vineyards they come from.

Today, it launches its "Real. Grape. Goodness" campaign across television and digital, with print ads to follow in December. The effort will focus on the natural qualities of Welch's 100% Grape Juice and the farmers who grow the grapes. Food Network star Alton Brown continues in his role as brand spokesperson.
 
The television spots will feature Brown at one of the approximately 1,200 family-run vineyards that produce Welch's grapes. The company will also promote online video interviews with the farmers on its Web site and through social media outlets, where Brown will speak with the farmers about their work in more depth.

Via in Portland, Maine, is the lead agency for Welch's.
 
"It's a really neat story and in focus groups we have consumers say to us, 'Why don't you tell us that?' That's trusted," said Chris Heye, vp of marketing for Welch's. "It's about what makes our grapes special."
 
"Real. Grape. Goodness" is an extension of the $20 million campaign Welch's kicked off last November that touted the Concord grape as a "Superfruit" and also tapped Brown to talk up the antioxidant qualities of the 100 percent juice drink. 

"It's a different twist to the message, it's an evolving message," said Heye. "Where as last year we tried to explain a bit of the science behind antioxidants and a bit of the science behind Concord grapes, the focus of this campaign is how we make the juice and who makes the juice."
 
Welch's has already spent $15 million on media in the first eight months of the year. It spent $17 million in 2008 and 2007, per Nielsen.
 
This increased investment is designed to rebrand Welch's 100% Grape Juice, shifting it from a tasty kids drink to a healthy option for moms. The campaign encompasses all of Welch's grape-based products, including juice cocktails, jams and jellies. However, the flagship product is the 100% Grape Juice, which has a suggested retail price of $3.99 for the 64-ounce bottle.
 
The brand has also boosted its digital spend to $4 million, up from 2008, according to Heye. Why? Because online ads have become increasingly important in reaching its target audience: younger mothers who are discerning about what their children drink. "Today's Gen X mom is very proactive in her approach to health and she's increasingly concerned as to what she puts in the body of her family," said Heye. "She's looking for food and beverage that doesn't just satisfy the palate or quench the thirst or taste good -- she's looking for food and beverage to do more."