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Welch's | Company Profile, Marketing Contacts, Media Spend, Brands

Welch's juices and jellies division is the operating subsidiary of the National Grape Cooperative Association. The company sells more than 400 products throughout the United States and in 35 other countries and territories worldwide. Welch's also produces a variety of alternative grape-based products under the BAMA brand name.

Main Telephone (978) 371-1000
Main Fax (978) 371-3707
Primary Address
300 Baker Avenue
Concord, MA 01742

Welch's Contacts

Contacts (5/12)
Name Title State
Lesya L. President MA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (978) 371-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 300 Baker Avenue
Concord, MA

Brad I. President & Chief Executive Officer MA
David E. Chief Marketing Officer & Vice President MA
Mark C. Vice President, Domestic Sales MA
Casey D. Controller MA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Welch's *******
Welch's Grape Juice *

Agency Relationships

Brand Agency Service From To
*****'* *** *** ****** AOR - creative 2008 present
*****'* ********* media planning 2015 present
*****'* ** ****** ********* public relations unknown present
*****'* ******* *********** Creative, Digital, Media Buying, Social 2016 present

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Recent Discussions

Who is the President of Welch's?

Who is the marketing contact for non-alcoholic in MA

What is the email of the President & Chief Executive Officer of Welch's?

What is direct phone of the Chief Marketing Officer & Vice President of Welch's?

Who is the AOR - creative agency of Welch's?

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Rumor: Welch's moves media planning, buying?

Subject: TV, shopper, sponsorship

Company: Welch’s, brand of grape juices and jellies owned by the National Grape Cooperative Association. 

Opportunity: We’ve learned that media planning and buying has moved from WPP’s here). We’re still digging up what MediaWorx will specifically handle, but we wanted to keep you posted in the meantime.

Note that lately the relatively small ad spender has has been combining regional buys to achieve the same impact of a national buy. To do this, Dixon has relied on New York Post. Therefore, lower cost, high impact broadcast, particularly targeting young moms and kids, should be core of of your approach. Historically planning is completed by the end of August, so reach out immediately.

The VIA Agency is still creative AOR. 

Additional Insight

Media Spend: Since 2012, most of Welch’s annual ad budget has gone to broadcast ads. In fact, over the years, print has fallen off and been re-allocated to TV, primarily cable. 

TV Breakdown: Since January, $7.8 million has funded a flight from Jan-March (targeting right) compared to $10.5 million for three flights (April, June and July) over the same period last year, reports. For all of 2014, $12.6 million was spent on national TV ads, down from $13.6 million in 2013. 

Digital Breakdown: According to Moat, Welch’s has only run four display ads on four publishers this year (<1% mobile):,, and

Three Concord Farm
575 Virginia Road
Concord, MA 01742
(978) 371-1000

Tom Dixon
Chief Marketing Officer
(978) 371-1000

Karen Mitchell
Director, Marketing
(978) 371-1000