Welch's Announces New "Spokeschild": Isla Ng
Concord, MA, November 29, 2000
Nationwide search bears fruit…Welch's announces its new spokeschild -- Isla Ng (pronounced I-la Ning). Culminating a national, six-month search, Isla is the third Welch's spokeschild to represent America's best-known brand of grape-based juice and jelly products. She will be featured in the latest series of television ads in Welch's highly acclaimed "Memories" campaign, slated to begin airing on November 29th.
Over 1,300 children were interviewed to find the one who best communicates Welch's message of wholesome goodness, quality and delicious taste in an endearing and charming, yet spontaneous and realistic way. The nationwide search was conducted in four cities - New York, Chicago, Los Angeles and Dallas. Isla is the successor to previous "spokeschildren" Travis Tedford and Emily Mae Young.
The Welch's "Memories" Campaign, now in its seventh year, continues to generate success for the company and its brands. "We're thrilled to have Isla as our latest spokeschild. Just like Travis and Emily before her, she personifies the wholesomeness consumers have long associated with the Welch's brand," notes Peter Martin, Welch's vice president of marketing.
Isla is a precocious and articulate first-grade student from New York City, whose family story embodies an American dream. Her paternal grandparents arrived in the United States from Hong Kong more than 40 years ago with little more than grand aspirations. Her mother's roots trace back to a small city outside of Glasgow, Scotland. A budding equestrian, Isla has been taking horseback riding lessons for over a year and is able to trot around the ring "all by myself," she says. Above all, she acts like a typical first-grader whose favorite flavor of ice cream is vanilla. Her favorite flavors of Welch's grape juice and jelly have yet to be disclosed.
"One of the great qualities of Isla is her ability to evoke such carefree and joyful feelings of childhood. Consumers make a natural connection between Welch's and happy childhood memories. The ads conjure up memories of the grape juice-loving kid in all of us. And that's a wonderful experience many parents want to share with their kids. Welch's spokeschildren evoke that memory," said Martin.
Previous spokeschild campaigns have produced marked increases in recognition for Welch's. Since the inception of the "Memories" ad campaign, Welch's Purple Grape Juice retail case sales have grown 54.4%. The campaign has also earned accolades from the American Marketing Association (AMA) - recognizing Welch's with the prestigious Bronze "Effie Award" in both 1998 and 1999. The Effie (Effectiveness in Marketing) - the advertising industry's preeminent award- is presented by the New York Chapter of the AMA each year to recognize ad campaigns with both the best creativity and demonstrable business success.
According to Dennis O'Hearn, senior vice president at Jordan McGrath Case & Partners, Welch's advertising agency, "Welch's 'Memories' ad campaign is unique and incredibly successful. Many products use celebrity spokespeople or children in their ads, but I can't think of any other that features a spokeschild that truly represents the brand. By the new year, everyone will know Isla as that irresistible Welch's kid."
Welch's is the world's leading marketer of Concord and Niagara grape-based products including grape juice and grape jelly. The company produces a variety of other fruit-based products, including 100 % juices and juice cocktails in the following forms: bottled, refrigerated, single-serve, frozen and shelf-stable concentrates. In addition, Welch's produces a number of fruit spread products.
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