Case Studies

Serving Up Health & Nutrition News for Welch’s
With consumers becoming more and more health conscious, Welch’s tapped Hunter PR to spread the word about the health and nutrition credentials of its leading product: Welch’s 100% Grape Juice made from Concord Grapes. Armed with new research information about Concord grape juice — from its high antioxidant capacity to its heart health benefits — Hunter PR aggressively pitched breaking health news to the media. In addition, Hunter PR capitalized on inherent news pegs throughout the year to maximize coverage for Welch’s existing body of research on Concord grape juice. To generate word of mouth and trial among influencers, Hunter PR created a tailored mailer for key members of the American Dietetic Association, touting the “power of purple.” To date, Welch’s health and nutrition news has generated over 86 million media impressions, with favorable coverage in such high-profile media as CNN Headline News, Fox & Friends, MSNBC.com, Parenting Magazine, Prevention, Redbook, Reuters, Self, Shape, Weight Watchers Magazine, Woman’s World and Yahoo News.