Gerber Foods has brought Welch's grape juice to UK TV screens for the first time as part of a multi-million pound campaign to back the range.
Focusing on key shopping days ­ Wednesday through to Saturday ­ the ad runs on ITV, Channels 4 and 5 and satellite until November and targets women with children.
Set in a comfortable kitchen, it features all the members of a family enjoying one or other of the three purple grape and two white grape variants in the range. The strapline is New Welch's ­ a taste full of character'.
Gerber marketing manager Jo Wren said the brand, which is a stalwart of the American juice market, had been well received here since its introduction in April.