• by Steve McClellan  @mp_mcclellan, November 3, 2016

Welch's, the maker of grape drinks, jams, jellies and fruit snacks, has named Genuine as its digital agency of record. The appointment comes as the client continues to focus more of its marketing efforts within the digital and social sectors.

The agency, part of Interpublic’s Jack Morton will create and place media for the client’s digital and social campaigns.

According to Karen Mitchell, General Manager at Welch's, "We constantly strive to keep up with ever-changing consumer needs – delivering the products they want and engaging with them in relevant channels.  As consumers' attention continues to shift more and more towards digital, mobile, and social, we needed a forward-thinking digital agency to help us win with consumers in this space."

Before being named AOR, the agency had done some project work for Welch’s. It created Welch’s "The Mighty Concord," a digital and social campaign designed to both entertain and educate consumers about heart-health and other benefits of the Concord grape.

Also in testing is a promotional campaign for Graham Slams, Welch's newest snack product.