Goes Together Like: PB&J And Basketball?

by Amy Corr, Apr 6, 2009, 4:15 PM

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Basketball and jelly seem an unlikely pairing, unless you're a Boston Celtics fan.

Welch's grape jelly is headquartered in nearby Concord, Mass. and already advertises throughout TD Banknorth Garden in Boston.

Kevin Garnett, power forward for the Celtics, eats a peanut butter and jelly sandwich, made with Welch's, before games.

The brand elevated its status this season by taking advantage of Garnett's love of Welch's, creating a video that runs on the jumbotron starring Welchy, dance connoisseur and Welch's mascot.

Welchy rocks out to "Peanut Butter Jelly Time," showcasing moves like "the bus driver," "middle school slow dance" and "the chess match." Watch it here.

Welchy's NBA life began following an amusing pitch from Amos Goss, a copywriter at VIA, Welch's agency since 2008.

Amos pitched the jumbotron video idea to Welch's marketing team by becoming Welchy.

Step one of the pitch began with a home video of Amos acting out moves to "Peanut Butter Jelly Time." My favorite moves are the Axl Rose, Thriller and eager student.  Watch the video here.

Amos then donned the Welchy suit, a Welch's squeezable bottle with a face and appendages, and danced like there was no one else in the room... besides the Welch's marketing team, of course. Clearly, the pitch went well. A bona fide Welchy video was created, which runs during every home game.

But it doesn't stop there. Amos donned the Welchy suit at an actual Celtics game this season, hyping up the crowd to bring out their best jumbotron-worthy moves.

Welch's gave away mini PB&J sandwiches that day, a first for the company, and not your usual basketball game grub.

"I've always been fascinated by the crazy stuff people do to get on the jumbotron," said Goss. "Sporting events are the only place where otherwise normal people gyrate and shake their bodies for attention. The Welchy dances gave people new ideas. Creating the moves was the hard part. Most importantly, I've always fantasized about dancing in front of 20,000 people in purple tights," continued Goss.

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0 comments on "Goes Together Like: PB&J And Basketball?".

1. Valerie Capone from Freelance
   

   commented on: April 6, 2009 at 7:17 p.m.

   This is brilliant. With so much negative news on every level these days, it's nice to know that creative people and companies still know how to have fun with ideas!

   As a fellow marketer/writer, this new promotion by Amos and Welch is truly appreciated!

   Hopefully others follow suit (although perhaps not in a jelly bottle outfit...LOL)...and get people up to dance (how happy is that?)

2. Mandy Vavrinak from Crossroads Communications, LLC
   

   commented on: April 6, 2009 at 11:01 p.m.

   Love how far Goss was willing to go to really make the pitch... no worries (or at least no pullback) that they were giving away the best during the pitch. The idea has driven awareness, product trial (mini PB&Js) and gained celeb status via Garnett's pre-game habit. Way to hang it all out there, Welch's.

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