Welch’s has announced that it has hired Tonic Life Communications as its new public relations agency of record following a competitive review. Welch’s will partner with Tonic to raise awareness of the health benefits of Welch’s 100% Grape Juice and Welch’s 100% White Grape Juice amongst consumer audiences and healthcare professionals. The account will be led by Jennifer Ryan, president of Tonic Dallas, and Matthew Kent, vice president of Tonic New York. “We have a great health story to communicate to the Gen-x mom and health professional. It was important for us to find an agency that could take the science supporting the health attributes of our 100% juices, and translate it into relevant information that would break through the clutter and capture the interest of today’s busy moms and health professionals alike,” explained Chris Heye, vice president of marketing at Welch’s. “Tonic demonstrated to us that their experience of merging lifestyle and life science — is clearly their sweet spot.”

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