CONCORD, MA: Welch's, the leading manufacturer and marketer of grape-based products, issued an RFP for an AOR in the US.
Jackie Alosso, associate marketing manager for PR and advertising at Welch's, told PRWeek the company invited eight agencies to pitch, including three-year incumbent Tonic Life.
Welch's is the processing and marketing subsidiary of the National Grape Cooperative, comprised of family farmers across America and in Ontario, Canada. The agencies involved in the RFP have expertise in health and nutrition, agriculture, and food and beverage, as well as a sensitivity to co-op and/or family ownership structures.
Alosso stated that the scope of the RFP includes a heightened focus on using PR and health professional partnerships to educate consumers about the health benefits of Concord and Niagara grapes used by Welch's, as well as its "rich heritage as an American brand."
"The agency partner's overall goal will be to drive and enhance consumer awareness of core message platforms," she told PRWeek.