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Source: Welch's news release

Welch's, a family-farmer owned company and the leading marketer of Concord and Niagara grape-based products, 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 & Agriculture Practice, based in Chicago.

"We chose Ketchum due to their strong understanding of consumer media, creative ideas, as well as tremendous depth in the agriculture space," said 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."

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.

"We are especially excited to work with the Welch's team because we have a real passion and appreciation for the story behind growing Concord grapes and the nutrition of that little purple fruit," said Bill Zucker, partner and director of Ketchum Midwest. "Our team is anxious to begin executing some of the 'break through' concepts we've presented to Welch's."

Break through is Ketchum's brand promise, and it's what sets the agency apart. Break through means ideas that shatter expectations - moving messages and minds with unexpected ideas. To round out the agency roster, Ketchum is joining FoodMinds, which serves as the Health Professional Outreach agency for Welch's.

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