Welch's taps Tonic as North America AOR

CONCORD, MA: Welch Foods (Welch's) recently chose Tonic PR as its AOR for North America.

CONCORD, MA: Welch Foods (Welch's) recently chose Tonic PR as its AOR for North America. The New York office of UK-based Tonic, which is already Welch's AOR in the UK, will lead the effort.

 

The one-year contract was awarded after a competitive review in which five to seven agencies were interviewed, according to Teleia Farrell, manager of corporate communications for Welch's.

 

PR strategy includes focusing on Gen X moms and key healthcare influencers like doctors, as well as added digital components.

 

“Tonic PR had the different capabilities we sought as [our company] moves forward,” said Chris Heye, VP of marketing at Welch's. “We were looking for an agency with a track record in traditional and nontraditional media... with a solid understanding of Gen X moms, and a demonstrated knowledge of how to reach health professionals.”

 

Tonic CEO Scott Clark noted a “from cradle to older” consumer base for Welch's, but said “past iconic status” won't guarantee success.

 

“It's important to look at the horizons for the brand,” he said. “[It has] to continue to evolve.”

Hunter PR, the outgoing AOR, declined to comment.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in