Welch's® Fruit Snacks Appoints GUT Miami as New Creative Agency of Record

PIM Brands, Inc., makers of Welch's® Fruit Snacks, America’s favourite, has appointed creative agency GUT Miami as its new Agency of Record, to shape the messaging and identity of the brand’s portfolio in the U.S. GUT Miami will be responsible for Welch's® Fruit Snacks’ Core Portfolio, and will play a pivotal role in executing high-impact campaigns and fueling brand love. The agency will also lead all aspects of the creative development process, including production oversight and the management of platform ideas, messaging, and visualisation. Today, Welch's® Fruit Snacks’ is loved by over 20 million households nationwide, and GUT will play a key role in expanding this already enormous reach.

“Early in our relationship with GUT, we felt their tremendous creativity and passion for both their work and our Welch’s Fruit Snacks brand,” said Josh Shapiro, chief marketing officer, PIM Brands, Inc. “Their brave, out-of-the-box style of thinking became evident as we worked on our first project together, launching ‘Sometimes It's Not Stealing,’ the first-ever storybook by Welch’s® Fruit Snacks. A creative tale that highlighted Welch’s® position as the Fruit Snacks loved by children and parents alike, the campaign showcased Gut’s ability to move at the speed of culture while acting as a true collaborative partner. They brought an idea to the table that pushed us into a new territory while remaining centric to our core target audience and objectives. We’re excited about how this partnership can bring a fresh era of creative inspiration for Welch's® Fruit Snacks, and help take the brand to new heights.”

"We are thrilled to work with PIM on Welch’s® Fruit Snacks, as it is such an iconic brand, the category leader in the US, and a brand that shares our love for bold creativity,” said Andrea Diquez, global CEO at GUT. “Our relationship started with working together on such a fun project that was a first for us both, and we loved how seamlessly their creative process worked with ours. What set this work apart was not just the project’s success but the shared passion for Welch’s® Fruit Snacks that fueled our collaboration. The best part was then growing that relationship to an exciting partnership where we’ll aim to create new ways to tell their story and deepen the legacy they already have. Welch’s® Fruit Snacks dominates the fruit snacks category, and we are excited to up the momentum even more.” 

Welch’s® Fruit Snacks, with hundreds of millions of annual retail sales, has the highest loyalty, highest household penetration, and highest number of repeat buyers in the fruit snacks category. Their growing portfolio of real fruit snacks includes newer products and formats such as Welch's® Juicefuls® Juicy Fruit Snacks, Welch's® Fruit' n Yogurt™ Snacks, and Welch's® ZERO SUGAR Fruity Bites. With an exciting new addition coming later this year to grow the portfolio, in 2024, GUT will play a key role in driving continued and rapid success for both new and existing products across the brand's portfolio. 

This new partnership with PIM Brands on Welch’s® Fruit Snacks follows the rapid success of the GUT Network over the past year. GUT had numerous recognitions across the awards circuit – winning 35 lions in total at the Cannes Lions International Festival of Creativity, and also being named Independent Network of the Year at the Festival, among other honours. The agency was also named Adweek’s Breakthrough Agency of the Year, and honoured on Ad Age’s A-list for the fourth year in a row. Additionally, GUT Miami also won more clients this year, including WeightWatchers and Vital Farms, among others.