Overview

Welch’s wanted to articulate a deeper truth about its grower‑owned co‑op. Our task was to define and express “The Wisdom of Welch’s,” a brand campaign built from real people, real stewardship, and generational leadership.

The Story

The co‑op isn’t led by executives or shareholders. It’s led by growers whose knowledge comes from decades of decisions made in the fields, passed down through families who understand the land in a way no textbook ever could.

The story centers on this generational wisdom — the judgment to hold onto what’s proven, the flexibility to evolve with what needs to change, and the care that binds the co‑op together. It’s a portrait of leadership lived through the land, shaped by hands that know the work intimately.

Approach

We approached the growers with a documentary mindset: quiet, observational, and grounded in respect for their work. No scripts or stage. Just real conversations, real questions, real work, and the rhythm of life on the Washington-based farm.

The tone is warm and human, reflecting the co‑op’s values: stewardship, continuity, and care for the land. Every line and visual choice was shaped to honor the growers’ lived experience and articulate a brand truth that feels authentic to the famers and the brand.

Output

Six :60s films that introduced audiences to the growers’ leadership, their generational knowledge, and the philosophy, all under the umbrella “The Wisdom of Welch’s.”

Role

Creative Director

Team + Agency

Vagrants - Production Co
Andrea Wood - Art Director
Kyle Rothwell - Associate Creative Director
Danielle Kernell - Producer
Caroline Goguen - Account
Accenture Song