• by Amy Corr , Staff Writer @MediaPostOTL, April 6, 2009

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.