Tasked with creating a pop-up experience for Welch’s Hard Seltzer, the challenge was clear: shift the perception that Welch’s isn’t just a juice brand anymore. Given the strong nostalgic connection many have to Welch’s from childhood, it felt only fitting to tap into that familiarity —reimagined for an adult audience.

The Strategy

Start of Line

The Menu Details

To bring the concept to life, Welch’s would partner with Camp Flog Gnaw, a music festival that already weaves nostalgia into its branding and atmosphere. Surrounded by other camp-themed activations, the Welch’s school cafeteria would feel right at home—while still standing out as a unique and playful experience that draws attention and sparks curiosity among festival goers.

Key Insights

  • A Gen Z Favorite: 70% of canned cocktail buyers are millennials and Gen Z, aligning with Welch's target demographic for the product.

  • Nostalgia: 76% of Gen Z consumers say they are more likely to purchase new products if they feel a personal connection to the product's messaging

  • Opportunity: Most consumers in the target audience know Welch’s, but not all their products.

Cafeteria Tent Outside View

Part I: Peaking Interest

In the weeks leading up to the 2026 Camp Flog Gnaw lineup reveal, teaser ads would appear at bus stops across Los Angeles and nearby cities. Each ad features an artist from the upcoming lineup casually sipping a Welch’s Hard Seltzer at a school desk, snack in hand. Designed to spark curiosity, these visuals double as subtle nods to the festival's nostalgic cafeteria activation—while also building hype for the lineup drop.

Part II: Announcement

Building on the initial curiosity, the second phase involves social media announcements that reveal more details about the festival experience. These posts showcase some of Camp Flog Gnaw’s biggest artists enjoying lunch and sipping Welch’s Hard Seltzer within the festival’s pop-up cafeteria, giving fans a sneak peek of what to expect at camp.

Part III: The Big Event

Exit To Outdoor Seating

When festival-goers at Camp Flog Gnaw are wandering between sets, they’ll stumble across the Welch’s Cafeteria pop-up—and chances are, it’s already on their radar thanks to the teaser-style marketing we rolled out beforehand. Inside, they’ll find a fun, colorful twist on a classic cafeteria—full of nostalgic vibes, playful food options, and an atmosphere that feels both familiar and fresh. It’s a place to take a break, get a snack, and snap some pics in the middle of the festival chaos.

Outdoor Seating

Summary

The featured menu offers a nostalgic twist on childhood favorites, including peanut butter and jelly on thick, fluffy bread, ripe sweet blueberries, gummies, and — of course — a Welch’s canned cocktail. Attendees under 21 will be served a non-alcoholic version.

Welch’s Canned Cocktail

Welch’s Fruit Snacks

Key Personal Takeaways

This project taught me how powerful nostalgia can be in shaping brand perception. By tapping into familiar childhood memories and reimagining them for an adult audience, I found a way to reposition Welch’s beyond juice—while keeping its identity intact. Understanding the emotional resonance of nostalgia, and the importance of context, helped me design a pop-up that feels both playful and purposeful. These insights guided everything from the setting and teaser campaign to the menu itself.