Welch’s® Fruit Snacks Launches “Wholly Fruit” Campaign with Gordon Ramsay as Chief Fruit Officer
Welch’s® Fruit Snacks, America’s leading fruit snacks brand, is amplifying its dedication to whole fruit with a groundbreaking collaboration and a strategic new hire. The brand proudly announces the appointment of renowned chef and culinary icon Gordon Ramsay as its first-ever Chief Fruit Officer (CFO). This significant move underscores Welch’s® Fruit Snacks’ unique position as the only real fruit snacks made with whole fruit as the primary ingredient.
While other brands often rely on minimal juice or fruit concentrate, Welch’s® Fruit Snacks boasts a 24-year history of crafting premium fruit snacks using whole fruit. This means incorporating every edible part of the fruit—peel, skin, and pulp—as the main ingredient. This commitment to authenticity and quality sets Welch’s® Fruit Snacks apart and has contributed to their #1 market position.
Gordon Ramsay’s new role is central to spearheading Welch’s® Fruit Snacks’ Whole Fruit initiative. He will educate consumers about the crucial difference between true fruit snacks and those merely flavored with fruit. Ramsay emphasizes, “My goal as Welch’s® Fruit Snacks’ Chief Fruit Officer is to help raise awareness about the distinction between authentic fruit snacks and mere imitations of fruit flavor. With more awareness, consumers will have the ability to make more informed choices.” As a father of six and a long-time consumer of the brand, Ramsay’s role is both genuine and personal.
The announcement of Ramsay’s appointment coincides with the launch of Welch’s® Fruit Snacks’ largest campaign in brand history, titled “Wholly Fruit.” This campaign includes the brand’s first-ever television commercial, starring Ramsay, set to air nationwide this summer. The commercial features a voice cameo from Michael Rosenberg, CEO of PIM Brands Inc., who emphasizes the brand’s commitment to using whole fruit. The national campaign will appear across broadcast, digital, and social channels.
Michael Rosenberg shares, “Gordon Ramsay’s culinary expertise, creativity, and dedication to quality align perfectly with our commitment to delivering exceptional products with premium ingredients. Our partnership with Gordon Ramsay and the launch of our ‘Wholly Fruit’ campaign exemplify our steadfast commitment to whole fruit and our mission to offer families and individuals of all ages a delicious snacking option.”
In the weeks leading up to the campaign launch, Welch’s® Fruit Snacks teased audiences with billboards and posters featuring the iconically shaped Welch’s® Fruit Snacks pieces adorned with fruit stickers. These stickers, akin to those on real whole fruits in grocery stores, highlighted the brand’s “Made with Whole Fruit” message. Additionally, in New York City, Welch’s® Fruit Snacks’ vintage “Fruit Truck” appeared in the SoHo neighborhood, offering free samples and other swag to the public.
The “Wholly Fruit” campaign is a professional initiative published in the United States in May 2024. Created for the brand by Welch’s®, it is an integrated medium campaign related to the food industry, featuring two media assets.
With this ambitious campaign, Welch’s® Fruit Snacks and Gordon Ramsay are set to redefine the fruit snack landscape, urging consumers to “Skrew the Usual” and embrace snacks made
