Speaking From the Heart

Speaking From the Heart

Regis Philbin Introduced as Spokesperson for Welch's 100% Grape Juice

CONCORD, Mass., Sept. 29 /PRNewswire/ -- Without question, talk show host Regis Philbin is recognized as one of today's most respected, likeable and vibrant personalities. But what millions of Americans may not know is he starts each day with a vigorous workout and a glass of Welch's 100% Grape Juice made from Concord grapes. As someone who knows about living a healthy lifestyle, Philbin recognizes the "purple power" of the antioxidant-rich juice and will soon be sharing news about the goodness of Welch's grape juice with consumers as Welch's new health and nutrition spokesperson.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050929/CGTH051 )

Philbin will be featured in a series of 30-second radio spots highlighting the health benefits of Welch's 100% Grape Juice, particularly its heart benefits and abundant antioxidant power. The advertisements showcase Philbin's energetic personality and his personal passion for promoting heart health, stating that a great way to help promote a healthy heart comes from something he's loved his whole life -- Welch's 100% Grape Juice. Made from deep, dark Concord grapes, Welch's 100% Grape Juice can be a delicious part of a heart healthy lifestyle.

"Regis' dynamic personality resonates with consumers who want to be heart healthy and take good care of themselves," says Pam Gardner, Welch's manager of Health & Nutrition. "He is a firm believer in living healthy and in practicing what he preaches -- he exercises every day, makes good nutritional choices, and has balance in his hectic life."

Positioning Welch's 100% Grape Juice as "The most delicious thing you can do for your heart," Philbin shares with radio listeners that Welch's grape juice -- made from antioxidant-rich Concord grapes, with no added sugar -- actually has twice the natural antioxidant power of orange juice. In the ads, he encourages consumers to "add a little purple power to your life," through the goodness of Welch's grape juice.

Philbin's introduction as Welch's new health and nutrition spokesperson follows a successful partnership between Welch's and Larry King. King was instrumental in helping to communicate the heart-healthy benefits of drinking Welch's grape juice to millions of consumers.

"We are extremely pleased with our relationship with Larry King and how it increased the general knowledge of the benefits of drinking grape juice made from Concord grapes while raising awareness of the growing body of research linking Concord grape juice consumption and cardiovascular health," says Ross Elkin, Welch's vice president of marketing. "We believe Regis' involvement with Welch's will build upon that awareness among an even broader audience."

Welch's radio spots featuring Philbin will make their fall debut the week of Oct. 3. The radio campaign will continue in 2006 to include airing throughout February -- American Heart Month.

Welch's is the world's leading marketer of Concord and Niagara grape-based products, including grape juice and jelly. The company also produces a variety of other fruit-based products, including 100 percent juices, juice cocktails, and drinks in the following forms: single serve, bottled, refrigerated, and frozen and shelf-stable concentrates. In addition, Welch's produces a number of fruit spread products under both the Welch's and BAMA brand names. Welch's Web site can be found at http://www.welchs.com/ .

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050929/CGTH051 AP Archive: http://photoarchive.ap.org/ AP PhotoExpress Network: PRN5 PRN Photo Desk, photodesk@prnewswire.com Source: Welch's

CONTACT: John Dutcher of Fleishman-Hillard Inc., +1-515-334-3464, dutcherj@fleishman.com

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