Accounts

Welch's Reintroduces Consumers to Its Farmer Co-op Model With a New Campaign and Agency

Genuine helps the juice brand go digital

welchs-campaign-CONTENT-2017 — The new work looks to build trust among young moms.Welch's

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Welch’s is a company that has been making juices, jams, jellies and other fruit products for nearly 150 years. You’re almost certainly familiar with the brand, as its products line the aisles of nearly every supermarket and corner store in the United States.

But a quick glance at the category reveals an increasingly competitive landscape filled with smoothies, drinkable yogurts and supplements promising all sorts of unverifiable health benefits. It’s hard out there for a traditional juicemaker.

Now,