Holmes Report 16 Nov 2016 // 4:04PM GMT
CONCORD, MA — Welch’s, the processing and marketing subsidiary of the National Grape Cooperative, has selected PadillaCRT to lead its consumer public relations and media relations programs.
The development follows PadillaCRT's acquisition of food and nutrition communications firm FoodMinds, with which Welch's already has a longstanding relationship. Welch's previously worked with Ketchum on consumer PR.
PadillaCRT will create and execute media relations campaigns for Welch’s 100% grape juices, including a satellite media tour and a blogger relations program to support the recently launched “Mighty Concord” campaign.
"With PadillaCRT onboard, we’re able to expand our consumer outreach efforts and amplify the science-backed heart health benefits of the Concord grape and 100% grape juice made with Concord grapes," said Welch’s health and nutrition lead Casey Lewis.
Welch’s is owned by about 1,000 family farmers who make up the Cooperative and who grow Concord grapes in vineyards across North America. The company recently brought on Genuine to handle digital, social and mobile creative, media buying and strategy.
"When PadillaCRT acquired FoodMinds earlier this year, we expanded capabilities for our food, beverage and nutrition clients," said Lynn Casey, PadillaCRT CEO. "The well-established partnership between FoodMinds and Welch’s paved the way for PadillaCRT to enhance that relationship with our media relations expertise. As an employee-owned agency, we especially look forward to working with the highly respected and family-farmer owned brand, Welch’s."