Concord Grapes Become Chatty Sitcom Characters in Welch's New Campaign

Message of heart health

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Is the time ripe for a sitcom starring a bunch of grapes?

The VIA Agency's new campaign for Welch's mimics/spoofs the prime-time sitcom format to deliver the message that grape juice has heart health benefits, just like wine. These aren't animated pieces of fruit or actors in purple costumes. They're real Concord grapes, just hangin' on the vine, making with the breezy, brand-centric banter.

According to VIA, the "Just Hangin' " idea "opens up huge possibilities for the development of episodic video content across our digital and social channels, and allows the brand to react and produce content quickly to maintain relevance with current events.



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