Welch’s is looking for a new agency for its sparkling juice while it moves away from an AOR model
Welch’s food company is examining agencies for its sparkling juice portfolio, Adweek learned.
The brand Confirmed that he manages internal exam and refused to disclose the agencies that pitch.
The examination marks a change in Welch’s agency strategy, because it is moving away from working with a single record agency (AOR) and is looking for agencies for various segments of its portfolio.
“Each platform of our portfolio – juice, spreads and sparkling – has different creative needs,” a spokesperson for Welch told Adweek. “Rather than allocating a single creative Aor to Welch, we want to remain agile and adapt to each platform to ensure the right level of investment and expertise.”
Agency based in Atlanta Fitzco Welch is currently aor creative. Gut Miami is creative for Welch fruit snacks, which is authorized in PIM brands.
Welch hired Fitzco in 2023 to raise awareness and distinguish his products beyond grape juice. The pair launched “Come on,” A campaign pushing its dynamic packaging and flavors such as mango, fishing cranberry and fruit punch. Fitzco also refreshed the Welch logo and increased its presence on social networks.
With Gut Miami, Welch’s Fruit Snacks launched its largest advertising campaign with its first television advertisement in 2024 called “Fruit entirely.” The national announcement played Gordon Ramsay as the brand’s first fruit chief, which underlines Welch’s commitment to use quality fruit ingredients in its fruit snacks.
According to the Comvergence, Welch spent around $ 15 million in advertising in 2024.
