Porter Novelli

CONCORD, Mass., and NEW YORK, October 18, 2010 – Welch’s, the world’s leading marketer of Concord and Niagara grape-based products, today announced it has named Porter Novelli its public relations agency of record.  Welch’s cited Porter Novelli’s experience and proven results working on a broad variety of food, nutrition and agricultural brands.

“We selected Porter Novelli because of their keen understanding of not only our consumer, but also their ability to work with consumer influencers and advocates to shape behavior and to integrate public relations programming seamlessly with our social media, advertising and health professional activities,” said Matthew Wohl, chief marketing officer, Welch’s.

“With consumers continuing to become more and more health conscious, there is a compelling story to tell about Welch’s,” Wohl added.  “With its bold and delicious taste, Welch’s 100% Grape Juice made with Concord grapes grown by our family-farmer-owners is a nutrient-rich, heart*-healthy juice the whole family can enjoy.   We are looking forward to working together with Porter Novelli to tell our grape goodness story and help consumers continue to make healthy eating choices.”

Porter Novelli has assembled a team to service the business comprised of experts from the agency’s Boston, New York, and Washington D.C. offices. They will work with Welch’s advertising agency of record, The Via Group, headquartered in Portland, Maine.

“Welch’s is truly an iconic brand with a long and proud history of connecting consumers with the goodness of grape products that come from their family-owned farms,” said Julie Winskie, president, global clients, Porter Novelli.  “We are absolutely delighted with this opportunity to bring all the resources our agency has to bear and to work with Welch’s to ‘celebrate the grape’ and better tell the brand’s story.”

Welch’s narrowed its search this summer from 10 agencies to three before awarding the business to Porter Novelli.