Welch’s Fruit Snacks is putting teachers in the spotlight this back-to-school season with its largest campaign yet, centered on gratitude and creativity.
In collaboration with Crayola, the brand known for inspiring kids’ imaginations, Welch’s is releasing limited-edition packaging designed for hands-on personalization. Each box features black-and-white line art of fruit shapes that children can color using crayons, markers, or colored pencils. This marks the first time Welch’s has set aside its signature bright fruit colors to encourage kids to make the designs their own.
The campaign aims to go beyond the typical back-to-school routine and celebrate educators, described by the brand as the “true heroes of the classroom.”
Jason Levine, chief marketing officer at PIM Brands, said: “Back-to-school often focuses on shopping lists and supplies, but what truly matters is a child’s curiosity and the teachers who inspire it. Educators foster creativity, motivate learning, and shape young minds long before the first bell rings.”
Highlighting Teachers While Driving Engagement
A key component of the campaign is the Thank You Teacher sweepstakes. Students and former students can nominate teachers who made a meaningful impact. Two hundred fifty teachers will receive gift cards to support their classrooms, and one grand prize school will get a $10,000 classroom makeover along with a supply of Crayola products.
Anna Roca, head of global partnerships and promotions at Crayola, commented: “We’re thrilled to work with Welch’s Fruit Snacks to celebrate teachers who inspire creativity and a love of learning. This partnership reflects our commitment to educators.”
While the sweepstakes is a heartfelt tribute, it also strengthens the brand’s presence during the competitive back-to-school period. QR codes on each box guide customers online to enter the sweepstakes, creating an interactive connection with the brand.
Purpose-Driven Marketing and Product Innovation
The teacher-focused campaign also coincides with Welch’s broader shift toward natural colors. The back-to-school packs feature popular flavors such as Mixed Fruit, Berries n Cherries, and Fruit Punch, now made with colors from natural sources. The brand plans to eliminate artificial dyes entirely by early next year.
Levine noted that as a family-owned brand, their priority has always been families and consumers. The transition to natural colors began over a decade ago and has been gradually incorporated into products since 2018. Now, just in time for back-to-school, best-selling flavors are available without artificial dyes while keeping the taste of real fruit.
Through this initiative, Welch’s is working to redefine its image from a simple lunchbox treat to a trusted, better-for-you snack aligned with family values. Partnering with Crayola and celebrating teachers allows the brand to connect with a larger cultural moment around education while highlighting its evolution in ingredients.
A Multi-Channel Approach
Beyond the packaging and sweepstakes, Welch’s Fruit Snacks is rolling out a full marketing push across social media, influencer partnerships, and retail. Collaborating with the web series Recess Therapy, the brand is producing kid-focused videos that reinforce the teacher appreciation message. These will launch as children return to school.
The campaign also engages parenting and teacher-focused influencers to drive authentic online engagement.
While celebrating teachers forms the heart of the campaign, it is also a strategic move in the high-stakes back-to-school retail period. Seasonal snack sales during this time can reach billions, and many brands rely on limited-time flavors or discounts. Welch’s is betting that an emotional, purpose-driven approach will help it stand out while resonating with parents who value both quality and meaningful messaging.
