Cohn & Wolfe Impact Asia will manage the juice brand's product communications, sponsorship and media relations programs to strengthen market and consumer understanding of the Welch’s brand in Hong Kong. The account was won via a PR proposal and pitch to Welch’s earlier this spring.
Prompted by increasing consumer demand for healthy foods, Welch’s wants to be part of Hong Kong consumers' recommended daily servings of fruit.
Sammy Mow, region manager of South Asia at Welch's said the brand will be rolling out partnership campaigns with like-minded family-focused brands in the coming months to raise greater awareness about "the goodness of 100 per cent grape juice as a healthy and delicious source of antioxidants and vitamin C".
As a family-run brand of juice made from Concord grapes, Welch’s is also the processing and marketing subsidiary of the agricultural National Grape Cooperative, representing 1150 family farmer owners.