Welch’s Case Study
Bringing Zero Sugar Juice to Life in an Immersive, Nostalgic Way
Welch’s partnered with Matter to launch Zero Sugar juices through a nostalgic NYC bodega pop-up, driving buzz, top-tier press and millions of impressions in three days.
Welch’s tapped Matter to help amplify efforts to bring their new Zero Sugar juices to consumers and tastemakers in an experiential and flavorful way: through a Bodega themed pop-up event in NYC. The 3-day weekend event concept was inspired by the vibrant, community-focused bodegas that are integral to NYC’s neighborhoods and to create a space that felt both nostalgic and welcoming.
With a goal of hosting a VIP preview day for media and influencers to get a sneak peek before the public, Matter collaborated efforts with the Welch’s marketing team, as well as their external vendor partners, to strategize and conduct widespread outreach prior to the event. A combination of NYC based business, consumer lifestyle and trade press were all invited, in addition to local well-known influencers. The goal was to not only spur excitement, attendance, and positive social chatter, but to also set up 1:1 briefings on-site with Welch’s leaders to share how this event was part of the larger Welch’s brand transformation journey.
The event exceeded expectations on all fronts, bringing in nearly 3,000 attendees across just 3 days. The VIP day successful brought in more than 20 key media and influencer attendees, including top outlets like The Today Show, Food Network, Bon Appétit, BuzzFeed, Manhattan Digest, Marketing Dive and more. Nearly 100 media and social placements have been seen, garnering 8.2M impressions. Marketing Dive ran a killer feature story interviewing Welch’s CMO, which highlighted how this iconic brand is modernizing its approach and reaching new customers.
Event Attendees
Press Preview Interviews
Media & Social Placements
