Welch's marketing director, Kathleen Mirani, said the account's incumbent, Havas' Arnold Worldwide, New York, is participating. She did not say how many others may participate. She expects a decision by the end of January.
Arnold did not return calls by press time.
Welch Foods is the food processing and marketing arm of the National Grape Cooperative Association.
Requests for proposals have been issued through consultant Jones Lundin Beals, Chicago, to about a dozen mid- to large-sized Midwest and Eastern U.S. agencies with conflict-free packages goods capabilities. The consultant declined to comment.
Media services, handled by Havas' Media Planning Group, New York, is not in review, Ms. Mirani said.
Earlier this year, Welch Foods said it would spend nearly $30 million to galvanize its shelf-stable juice business, which makes up as much as 65% of Welch's sales. An ad campaign was set to break in October from Arnold.
Other plans included the relaunch of Welch's cocktails line and its 100% white grape juice blends with new packaging and line extensions, including White Grape Cherry and White Grape Strawberry.
In 2002, Welch Foods spent only $4.5 million on measured media, according to TNS Media Intelligence/CMR.