• Adweek, Monday, November 5, 2007 12:02 PM

In a break from its past approaches, Welch's new TV ads are geared toward mothers who want their families to be healthier. Instead of talking taste to kids, the new effort claims that Welch's grape juice has twice the antioxidants as orange juice, and has a girl explaining to her dad that she's keeping herself safe from monsters in the closet by setting glasses of Welch's grape juice on the floor, insisting the antioxidants will protect her.

"The key is we have a brand that is dead on for the traditional wants and needs for today's mom," says Chris Heye, CMO of Welch's. "We needed to increase the relevancy of our juices, and we have a message that does that." The company is also shifting its budget, with more money going to the Internet, along with social networking and PR. "There will be a heavy emphasis on dialogue and engagement with the consumer," Heye says. "We think we had a successful campaign in the past that talked to mom, but now we want to talk with mom. So we're certainly going to a lot of new places where we have a better chance for engagement to dialogue with her on that message."

The company spent about $20 million on measured media last year but just $6 million between January and August of this one, according to Nielsen Monitor-Plus.

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