Grape juice and jam icon Welch's has poured its PR account into Ketchum's cup after a competitive review.

welchsKetchum's Chicago-based food and agriculture practice picks up the work for the farmer-owned, Concord, Mass.-based company, which processes and markets the well-known grape products.

Omnicom-owned Ketchum joins Chicago-based Foodminds -- which touts the health and nutrition benefits of the grape-based products -- on the Welch's roster. Porter Novelli and Tonic Life Communications worked with the brand in recent years.

Welch's chief marketing officer Matthew Mohl said Ketchum's consumer media, creativity and agriculture depth tipped the scales in its favor.

Fall is harvest time for the Concord grapes at the root of Welch's products.

Ketchum partner and Midwest director Bill Zucker said his team is "anxious" to pull off ideas presented to Welch's during the pitch.