NEW YORK: Avocados from Mexico Inc. has brought on Ketchum and creative agency Arnold Worldwide to serve as PR and integrated AORs, respectively, following a competitive review that started with 52 agency proposals.
The organization, which has allocated $36 million to grow the category and increase brand awareness, had narrowed the agency search down to 11 agencies before picking Ketchum and Arnold. The two firms were selected because of their understanding of the brand's vision, as well as “strategic focus and creativity,” said Tim O'Connor, CEO of Avocados from Mexico, in a statement. The specific account budget for each agency was not immediately available.
The Mexican Avocado Producers and Packers organization previously worked with longtime AOR Lewis & Neale, the food division of CRT/tanaka. Representatives from the firm were not immediately available for comment.
Ketchum and Arnold will work together to launch the organization's first national integrated campaign in July, focusing on promoting avocados as an everyday food rather than an exotic one.
Arnold beat New York ad agency rivals Grey and BBDO in the finals for the integrated account, according to a statement from the winning firms. Arnold is owned and operated by Havas, while Ketchum is a part of Omnicom Group.
Earlier this year, the Mexican Hass Avocado Importers Association and the Mexican Avocado Producers and Packers came together to launch the revamped marketing agency Avocados from Mexico Inc. to serve as a common brand for the Mexican avocado industry. O'Connor, former president and CEO of the US Potato Board, joined the organization in March. Ketchum had previously worked with the Mexican Hass Avocado Importers Association.
Mexican avocados are the only avocados available year-round and make up more than 60% of the US supply, the agencies said in a statement.