- Welch’s Fruit Snacks Tuesday (May 14) launched its largest-ever ad campaign, “Wholly Fruit,” that features the brand’s first TV business, per details shared with Marketing Dive.
- Celebrity chef Gordon Ramsay serves because the snack’s first “CFO” — or chief fruit officer — and appears within the TV creative. Ramsay can even play a key role in furthering Welch’s Fruit Snacks’ educational Whole Fruit initiative.
- The campaign, made with Gut Miami, will roll out nationwide over the summer across broadcast, digital and social channels. Messaging conveys how Welch’s Fruit Snacks uses the “whole fruit,” or every edible a part of the fruit, making it the superior selection over competitors.
Welch’s Fruit Snacks is highlighting its commitment to using what it calls whole fruit, or all parts of the fruit including the peel, skin and pulp, because the important or primary ingredient in its snack products. “Wholly Fruit” is timed to the appointment of Ramsay, a chef known for having notoriously high standards, because the brand’s first-ever chief fruit officer. The celebrity partnership could help the PIM Brands product communicate its value proposition to the growing variety of consumers in search of better-for-you products.
The largest-ever campaign from the 24-year-old brand includes its debut TV commercials, which star Ramsay. One 30-second spot serves as an introduction to Ramsay as “CFO.” It features the chef in a grocery aisle criticizing a generic box of “fruit-flavored snacks” for its lack of real fruit before recommending Welch’s Fruit Snacks to a consumer. The ad features voiceover from PIM Brands CEO Michael Rosenberg, who broadcasts the brand new hire. Another 30-second ad follows the same theme as Ramsay stocks a family’s pantry with Welch’s Fruit Snacks.
In addition, Ramsay is promoting Welch’s Fruit Snacks’ Whole Fruit initiative, which seeks to coach consumers in regards to the distinction between true fruit snacks and fruit-flavored snacks. Messaging doubles down on how Welch’s Fruit Snacks are made with whole fruit, while fruit-flavored snacks use limited fruit-related ingredients, like juice and concentrate.
Ahead of the campaign’s official launch, Welch’s Fruit Snacks teased the trouble with out-of-home billboards and “wild postings” that depicted its fruit snacks alongside fruit stickers just like those found on real fruit within the food market. A Welch’s Fruit Snacks “Fruit Truck” also popped up within the SoHo neighborhood of New York City to supply consumers free fruit snacks and extra items.
Welch’s Fruit Snacks named Gut Miami its U.S. creative agency of record in February, deeping a relationship with the shop. The two previously collaborated on a campaign last 12 months that starred Kristin Chenoweth and was based around a children’s storybook about the way it’s okay for fogeys to sneak a bite of their kids’ fruit snacks.
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