Welch’s conducted a series of agency evaluations and selected TLC largely based on a brand licensing plan that was well-aligned with its strategy.
Working closely together, the two companies have defined a strategic range of product areas to which the Welch’s brand could add considerable value.
Dick Krieger, marketing manager for Welch’s added: “TLC demonstrated that they clearly understood the Welch’s brand. Consumers are interested in experiencing Welch’s beyond its traditional products.
"We look forward to this partnership and to advancing our brand into highly appropriate product areas, which will ultimately build and enhance the Welch’s equity.”
Welch's is the marketer of Concord and Niagara grape-based products including juice, jam, and other fruit-based offerings. Founded in 1869, the brand has since become an American icon and is now sold in more than 50 countries worldwide.
TLC is one of the leaders in brand extension, with a track record in developing high quality food and beverage licensing programs across the world. TLC currently represents brands such as Jelly Belly Candy Company, Jim Beam, Malibu, Airwick, Lysol and BIC amongst others and has won 16 LIMA awards across the world.