Welch’s Grape’ade Southeastern Tour

Taking a Product Launch on the Road

For the launch of Welch’s Grape’ade in 2024, the experience couldn’t stay in one place.

Lindsay worked alongside Boston Experiential Group on a 14-day Southeastern tour designed to put the new product directly into consumers’ hands across three priority markets: Nashville, Atlanta and Jacksonville.

The centerpiece was a custom-branded shipping container designed to travel with the campaign and become an instantly recognizable home base in every city. The activation incorporated product sampling alongside an interactive game station, creating a destination rather than simply a sampling booth.

Behind that consumer-facing experience was a substantial touring operation.

Locations needed to be researched and secured across festivals and high-traffic urban areas. Brand ambassadors needed to be hired, trained and managed. The custom activation needed to travel between cities, arrive on schedule and operate consistently despite changing locations, audiences and environments.

Lindsay helped oversee the moving pieces necessary to keep the tour cohesive while allowing the execution to respond to each individual market.

By the end of the campaign, the team had sampled Welch’s Grape’ade with more than 15,000 consumers across the three cities - creating thousands of direct opportunities for discovery and product trial.

Lindsay’s Role: Touring Experiential Production | Market & Location Support | Brand Ambassador Management | Sampling | Logistics | On-Site Execution