Welch’s

Creating the Grape Escape

Welch’s

Creating the Grape Escape

Challenge
Hey, a lot of people love grape juice, and Welch’s is the biggest brand in the segment. But how to keep increasing awareness of the brand’s benefits as part of a healthy lifestyle, especially to health industry influencers at crowded trade shows?

Our big A-HA!
Grapes are rich in antioxidants, so we knew we should unforgettably remind our audience of the connection between the juice with the fruit of the vine, and Welch’s down-to-earth origins.  

Execution
What better way to disruptively get our point across than bringing an entire vineyard to the trade show floor?

  • We created a farm-themed trade show experience replicating the rustic look-and-feel of a vineyard.
  • Branding, product trial, private consultations, educational learning, visitor rewards and social media amplification were all integrated elements of the total experience.
  • Every year, features were updated or added to keep our strategy fresh on the vine.

Results
Welch’s vineyard continues to be one of the most popular stops at health-based trade shows, and has even taken root outside that category at other conferences and events over the years.

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