Meeting customers where they are 

Welch’s, the world’s leading marketer of Concord and Niagara grape-based products, wanted to energize sales of several of its major multi-serve SKUs during the pandemic. 

The goal was to develop a strategy to drive short-term increases in sales and share for designated Welch’s SKUs at eight of the company’s leading retail chain partners, including Walmart, Kroger and Publix.  

The challenge: How to adapt to changes in shopping behavior brought about by the COVID-19 pandemic, such as increased online purchases, fewer store trips and accelerated searching for incentives and deals. 

The Bloodhound Group developed a strategy focused on customer-centric solutions and the immediacy of digital media, designed to have the brand and products be omnipresent throughout the shopper journey. Marketing support was tailored to the specific retailers, with activations integrating location-based online vehicles with in-store offers.   

Results: The program achieved excellent shopper engagement and drove strong sales and purchase velocity. 

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