We’ve been told since we were children not to steal things. But a new storybook from Welch’s Fruit Snacks makes it kind of, sort of OK.
Welch’s Fruit Snacks is releasing its first storybook, titled “Sometimes It’s Not Stealing.” The storybook, made in partnership with creative independent agency Gut Miami, playfully addresses the brazen act of thievery by parents, who slyly steal Welch’s Fruit Snacks from their little ones.
The brand also enlisted the talents of actor and singer Kristin Chenoweth to be the book’s narrator in its animated audio/video version.
“Sometimes It’s Not Stealing” is a bedtime storybook that highlights relatable moments when parents find themselves drawn their children’s Welch’s Fruit Snacks. Through colorful illustrations and a playful narrative, the book invites readers to embrace the occasional snack theft, allowing families to bond over their mutual love of the fruit snacks and create special moments together.
Physical copies of “Sometimes It’s Not Stealing” are available for purchase on a dedicated webpage sold as a bundle alongside a 40-count box of Welch’s Fruit Snacks Mixed Fruit Variety for $29.99. Additionally, a free e-book version can be downloaded from the same site or by scanning the QR code on any box of Welch’s Fruit Snacks purchased during the campaign.
“As summer ends and school begins again, parents will have more chances to snatch some of their kids Welch’s Fruit Snacks. But thanks to this storybook, taking some from your kids has never felt so guilt-free,” said Gut Miami executive creative director Danny Alvarez in a statement. “We wanted to make it easier for everyone to enjoy Welch’s Fruit Snacks, and it just makes sense to do it in a format that everyone is familiar with—storybooks.”
A promotional video features Chenoweth’s voice urging people to buy the book.