welch's

In an era when people are consumed with better-for-you goods, food and beverage companies are launching new campaigns that highlight the produce from which their products are derived.

According to market research results from Mintel International, a quarter of the food and beverages launched in 2008 claimed to be "natural," making it the year's most prevalent claim.

For the first time in more than half a century, food titan Heinz has changed its iconic ketchup label, switching out the gherkin below the name for a plump, vine-ripened tomato. The goal? To remind consumers that Heinz tomatoes go into each bottle of ketchup. Tropicana has repackaged its cartons to only include the word "juice" in small type at the bottom. The OJ box now reads, "100 percent orange: Pure and natural." Frito-Lay's current TV spots underscore the fact that Lay's chips come from potatoes.

From Welch's 100-percent grape juice from concord grapes campaign to Pizza Hut's The Natural pizza, this trend has certainly come to my attention. Have you taken notice as well? Do you think it's a good thing that more companies are emphasizing healthfulness in their edible products, or is this movement simply a gimmicky positioning tactic?

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Dunkin' Donuts has Rachael Ray, T.G.I. Fridays has Guy Fieri, and Applebee's has Tyler Florence, so it's only natural for Welch's to want their very own Food Network spokesperson. They've found the perfect match in food scientist Alton Brown. Brown will appear in the new 100 percent grape juice from Concord grapes campaign. He'll appear in television, print, and online advertising. Chris Heye, vice president of marketing for Welch's, explains why Alton is the perfect fit for grape juice:

People have a growing interest in foods and beverages that deliver health benefits. Alton is the perfect partner to help us explain the science behind our Concord grapes and the health benefits they deliver to moms and their families. He has a knack for conveying these messages in a way that is both engaging and credible.

The ads will run from now until March 2009. Although it may seem like an unlikely partnership, Alton selling grape juice is no stranger to me than Rachael selling donuts. What do you think, does Alton Brown make you want to buy grape juice?

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Food advertising is a funny thing. Unlike perfume ads, which can attack your sense of smell and sight, food ads have long relied on witty text and droolworthy images. That is, until now. In the Feb. 18th issue of People magazine, Welch's is running full page ads for their grape juice. The twist? These ads contain lickable flavor strips. That's right, they're hoping you'll lick the magazine.

The technology comes from a company named First Flavor, and the Peel 'n Taste ads work much like dissolvable breath strips. You tear the ad off, stick it on your tongue, and taste the product. They say that it can't be re-sealed once it's peeled, so you'll be able to know if someone else has licked it or not.

This isn't the first time lickable strips have been placed into magazines, CBS's Cane ran one last fall. However, I'm not sure if they'll catch on. Especially considering that not all strips will contain actual essences of what they're promoting. The Welch's ad does, but other ads in the works do not. So what do you think, would you lick a magazine?

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