Food company Welch’s is conducting an agency review for its portfolio of sparkling juices, ADWEEK has learned.

The brand confirmed that it is handling the review internally, and declined to disclose the agencies that are pitching.

The review marks a shift in Welch’s agency strategy, as it moves away from working with a single agency of record (AOR) and instead seeks agencies for different segments of its portfolio. 

“Each platform within our portfolio—juices, spreads, and sparkling—has different creative needs,” a Welch’s spokesperson told ADWEEK. “Rather than assigning a single creative AOR across Welch’s, we want to remain nimble and tailor support for each platform to ensure the right level of investment and expertise.” 

Atlanta-based agency Fitzco is currently Welch’s creative AOR. GUT Miami is creative AOR for Welch’s Fruit Snacks, which is licensed to PIM Brands. 

Welch’s hired Fitzco in 2023 to build awareness and distinguish its products beyond grape juice. The pair launched “Let’s Fruit Stuff Up,” a campaign pushing its vibrant packaging and flavors like mango, peach cranberry, and fruit punch. Fitzco also refreshed the Welch’s logo and increased its presence on social media.

With GUT Miami, Welch’s Fruit Snacks debuted its largest-ever ad campaign along with its first TV commercial in 2024 called “Wholly Fruit.” The nationwide ad starred Gordon Ramsay as the brand’s first chief fruit officer, who underscores Welch’s commitment to using quality fruit ingredients in its fruit snacks. 

According to COMvergence, Welch’s spent around $15 million on advertising in 2024.