Ketchum announced being appointed as the public relations agency for Welch’s, after a competitive pitch. The account will be led by Ketchum Midwest’s Food & Agriculture Practice, based in Chicago.
The first PR aspect to be handled by Ketchum is raising awareness among consumers regarding the harvest season for Concord grapes, which takes place during the next weeks. Aside sharing the harvest with Welch’s clients, Ketchum will also promote the natural benefits of the grapes, and especially, the benefits of drinking Welch’s 100% grape juice.
Welch’s explained that Ketchum was selected for the company’s understanding of consumer media and creative ideas, but also due to their proven experience in the agriculture space. At its turn, Ketchum has a real passion and appreciation for the story behind growing Concord grapes and their nutrition, according to Bill Zucker, partner and director of Ketchum Midwest.
The agency introduced a few of its “break through” ideas that will set Welch’s apart. You will need to follow Welch’s campaigns in the next months to find out what they are.