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.”