Welch’s, the world’s leading manufacturer and marketer of Concord and Niagara grape-based consumer products, today announced that Genuine has been named digital agency of record. Genuine will own digital and social campaigns from both a creative and media perspective for Welch’s priority products, such as its 100% Purple Grape Juice.

Shift in strategy and media confirms Welch’s new digital focus.

According to Karen Mitchell, General Manager at Welch’s, “We constantly strive to keep up with ever-changing consumer needs – delivering the products they want and engaging with them in relevant channels.  As consumers’ attention continues to shift more and more towards digital, mobile, and social, we needed a forward-thinking digital agency to help us win with consumers in this space.  We’re thrilled to be working with Genuine on becoming a digitally relevant brand.”

New products, a new agency relationship and two new campaigns.

Welch’s has a rich history of creating wholesome foods and beverages, and its broad range of consumer-packaged goods now includes juice drinks, fruit spreads and snacks. Genuine’s relationship with Welch’s kicked off with “The Mighty Concord,” a digital and social campaign designed to entertain while it educates consumers about heart-health and other benefits of the Concord grape: http://themightyconcord.welchs.com. Also in testing is a promotional campaign for Graham Slams, Welch’s newest snack product: http://grahamslam.welchs.com.

Bringing strategic innovation to a legacy American brand.

“We’re honored to be chosen as the digital agency of record for Welch’s. It is truly an iconic American brand. Welch’s was a pioneer when it came to the idea of making fruit accessible to the masses—from juice to snacks, it really led the way,” said Chris Pape, Founder and Executive Creative Director of Genuine. “Now we need to marry that spirit of innovation with the powerful feelings that the name ‘Welch’s’ inspires, and activate its fan base. We think it’s a very attractive place to play and we look forward to helping Welch’s reinvent its digital brand.”

ABOUT GENUINE
Since Genuine’s founding in 2005, the company has invented and launched digital experiences for the world’s most innovative brands. A member of the Interpublic Group of Companies, Genuine’s reach extends to serving brands around the world, including Johnson & Johnson, Boehringer Ingelheim, Akamai and Red Hat. Their mantra, “Invent Together,” keeps the agency true to its core values, and fosters a collective determination to create the best user-driven, digital-first experiences that challenge and lead industry categories. Genuine’s offices are located in Boston, New York, Chicago and San Francisco. www.wearegenuine.com.

ABOUT WELCH’S?
Welch’s is the processing and marketing subsidiary of the National Grape Cooperative. Located across America and in Ontario, Canada, the cooperative’s approximately 1,000 family farmers own the company and grow the delicious and inherently healthy Concord grapes used in Welch’s juices and other grape-based products. Welch’s is committed to research and development that will meet the growing demand for products that address consumers’ health and nutrition needs. Welch’s products are sold throughout the United States and in approximately 40 countries around the globe. Welch’s is an Equal Opportunity Employer-Minorities/Female/Disabled/Veterans. www.welchs.com