Advertising Industry
Industry: Email Alert RSS FeedWelch's allots $30 million for shelf-stable juice push; Will introduce new spokeskid and packaging.(News)(Welch Foods)
Advertising Age, August, 2003 by Thompson, Stephanie
Byline: STEPHANIE THOMPSON
Welch Foods will spend close to $30 million in marketing this fall as it looks to build its shelf-stable juice business.
At least $15 million of the expenditures will be put into TV ads for the grape-juice brand featuring a yet-to-be-named spokeschild. Havas' Arnold Worldwide, New York, handles the campaign set to break in October. In 2002, Welch spent only $4.5 million on measured media, according to TNS Media Intelligence/CMR, but Ross Elkin, VP-marketing for the cooperative, said this year's budget represents a "significant increase'' in spending to build the shelf-stable juice business, which makes up as much as 65% of Welch's sales. Welch's is the food processing and marketing arm of National Grape Cooperative...
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