Avocados from Mexico, Inc., Implements New Marketing Strategy to Move Avocados from Exotic to Everyday
May 28, 2013 (Denver, CO) – Avocados from Mexico, Inc. (AFM, Inc.), the newly formed marketing agency dedicated to the Mexican avocado industry, is allocating $36 million to grow the category and propel the Avocados from Mexico brand. To implement this strategy, Tim O’Connor, CEO, AFM, Inc., will appoint Arnold Worldwide as integrated agency of record, and Ketchum as PR agency of record. Launching nationally beginning in July 2013, the organization’s first fully integrated campaign aims to move the avocado from exotic to everyday.
Earlier this year, AFM, Inc., announced the appointment of Tim O’Connor, the former president and CEO of the U.S. Potato Board, to lead the newly formed marketing agency. Creating AFM, Inc., is an important milestone for the Mexican avocado industry. The organization is the result of an unprecedented collaboration by the Mexican Hass Avocado Importers Association (MHAIA) and the Mexican Avocado Producers and Packers (APEAM A.C.) to combine resources and develop and manage a common brand for the Mexican avocado industry.
“The selection of the best agencies to represent our brand was an intense process,” O’Connor noted. “After narrowing 52 proposals down to 11 presenting agencies, Arnold and Ketchum were the definitive winners. They clearly understood our vision for the brand and demonstrated the strategic focus and creativity we need.”
"Winning Avocados from Mexico, Inc., is a unique and compelling opportunity that doesn’t come along very often,” commented Pam Hamlin, President, Arnold Boston. “Engaging the hearts and minds of people and inspiring them to use avocados everyday is an incredible creative challenge. We're thrilled to get started and channel our passion into fueling the growth of the avocado marketplace."
Rob Flaherty, CEO, Ketchum, said, “We’re honored to continue our relationship with this rapidly growing, vibrant brand that has so much to offer health-conscious consumers and foodservice operators as a delicious addition to their meals.”
As the only avocados available year round, Mexican avocados contribute more than 60 percent of the U.S. supply, and for the 2012/2013 fiscal year, Mexican avocados surpassed 1 billion pounds in annual shipments. The avocado industry has experienced steady growth over the past five years. From 2010 to 2011 alone, avocado sales grew 11 percent to $2.9 billion. Despite this impressive sales increase, there are still millions of consumers who don’t buy avocados, creating a significant opportunity for AFM, Inc., and its new agencies to drive continued growth for the category and the Avocados from Mexico brand.
About Avocados from Mexico, Inc.
Avocados from Mexico, Inc. (AFM, Inc.), is a wholly owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados from Mexico. Under agreements, MHAIA and the Mexican Avocado Producers & Packers (APEAM A.C.) have combined resources to fund and manage AFM, Inc., with the intent to provide a focused, highly effective and efficient marketing program in the United States. AFM, Inc., is headquartered in Denver, CO.
About Arnold Worldwide
Arnold Worldwide is a global communications company proud to represent a diverse portfolio of clients including Aetna, American Eagle Outfitters, Carnival Cruise Lines, CVS/pharmacy, Fidelity Investments, The Hershey Company, Huntington Bank, Jack Daniel 's, Kohler, McDonald's, Milk-Bone, New Balance, Ocean Spray, Panasonic, Progressive, Sanofi, Titleist, truth®, Tyson Foods, Unilever, University of Phoenix, Vertex, Volvo and many other great brands. Arnold delivers services across all communication touch points – advertising, digital, promotions, direct, design, branded content – and is part of Havas Creative with offices in Amsterdam, Boston, Lisbon, London, Madrid, Melbourne, Milan, Moscow, New York, Prague, São Paulo, Shanghai, Sydney, Toronto and Washington DC. www.arnoldworldwide.com
Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. Named 2012 PR Agency of the Year (PRWeek and European Excellence Awards) and the winner of an unprecedented three consecutive PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations. For more information on Ketchum, a part of Diversified Agency Services, a division of Omnicom Group Inc., visit www.ketchum.com.