PIM Brands, makers of Welch’s Fruit Snacks has appointed Gut Miami as its new Agency of Record. 

The agency is tasked with creating campaigns and identity assets for the brand’s portfolio in the U.S.  The agency will lead all aspects of the creative development process, including production oversight and the management of platform ideas, messaging, and visualization.  

Welch's says its Fruit Snacks products are purchased by over 20 million households nationwide, and Gut is charged with expanding that reach.  

According to Josh Shapiro, CMO Welch’s Fruit Snacks, the company was impressed with the first work Gut did for the brand last year, a campaign called, “Sometimes It’s Not Stealing.” The agency, he said, “brought an idea to the table that pushed us into a new territory while remaining centric to our core target audience and objectives.” 

The portfolio of Welch’s Fruit Snacks products includes Fruit 'n Yogurt Snacks, Fruit Rolls, Juicefuls and Zero Sugar Fruity Bites among others. Gut will be handling the advertising for new products expected to be launched in 2024.  

Gut was named Independent Network of the Year at last year’s Cannes Festival of Creativity. Other wins for the agency over the past year include WW International and Vital Farms.