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.