CHICAGO—Welch's, a family-farmer owned company and marketer of Concord and Niagara grape-based products, has appointed global public relations agency Ketchum as its agency of record after a competitive pitch. The account will be led by Ketchum Midwest's food and agriculture practice, based in Chicago.
"We chose Ketchum due to its strong understanding of consumer media, creative ideas, as well as tremendous depth in the agriculture space," says Matthew Wohl, chief marketing officer, Welch's. "Family farmers and the Concord grapes they grow are at the heart of Welch's, and Ketchum's background makes them the ideal partner to help us tell this unique story."
Ketchum has been doing award-winning work for the US Farmers & Ranchers Alliance, and has a longstanding expertise in food and nutrition marketing.
The team is kicking off its work at the busiest time of year for Welch's and its growers. Harvest season for Concord grapes takes place during a few short weeks each fall. Ketchum is working with Welch's to share the harvest with consumers while reinforcing the great taste and heart-health benefits of Concord grapes and 100 percent grape juice.
Ketchum is joining specialist firm FoodMinds, which serves as the health professional outreach agency for Welch's.