Welch’s Fruit Snacks Appoints Gut Miami as Creative AOR

By Kyle O'Brien 

PIM Brands, Inc., makers of Welch’s Fruit Snacks, has appointed creative agency Gut Miami as its new agency of record. The agency is tasked with shaping the messaging and identity of the brand’s portfolio in the U.S.

Gut Miami has been chosen as agency of record for Welch’s Fruit Snacks.

Gut Miami will be responsible for Welch’s Fruit Snacks’ core portfolio, helping to execute impactful 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 visualization. The brand already has a reach of over 20 million households nationwide, and Gut looks to expand that 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. in a statement. “Their brave, out-of-the-box style of thinking became evident as we worked on our first project together.”

That project was “Sometimes It’s Not Stealing,” the first storybook by Welch’s Fruit Snacks, a creative tale that highlighted that the snacks weren’t just for kids and that the parents would steal their children’s snacks. The launch campaign featured Kristin Chenoweth as the narrator.

“We are thrilled to work with PIM on Welch’s Fruit Snacks, as it is such an iconic brand, the category leader in the U.S., and a brand that shares our love for bold creativity,” said Andrea Diquez, global CEO at Gut in a statement. “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.”

Welch’s Fruit Snacks has the highest loyalty, highest household penetration, and highest number of repeat buyers in the fruit snacks category, according to Circana. With a new addition coming later this year to grow the portfolio, in 2024, Gut will play a key role in driving continued success for both new and existing products across the brand’s portfolio.

Gut was named ADWEEK’s Breakthrough Agency of the Year, and Gut Miami won additional clients over the last year, including WeightWatchers and Vital Farms. The formerly independent agency network was acquired by Globant late last year.

Details of the deal were not disclosed.