NEW YORK – July 27, 2016 –Weber Shandwick, one of the world’s leading global communications and engagement firms, announced today that it will serve as the foodservice advertising and public relations agency of record for Avocados From Mexico, the No. 1-selling avocado brand in the U.S. Weber Shandwick will lead a comprehensive communications program to elevate Avocados From Mexico in the eyes of foodservice decision makers as the only high-quality avocado available 365 days a year.
Headquartered in Irving, Texas, Avocados From Mexico is the marketing arm of Mexican Haas Avocado Importers Association (MHAIA) and The Association of Growers and Packers of Avocados From Mexico (APEAM). This collaboration between MHAIA and APEAM was unprecedented in the industry and has propelled the growth of the category in the U.S. since its founding in 2013.
Weber Shandwick will raise awareness not only of the year-round availability of the power fruit, but encourage and inspire new usage of avocados on operator menus across the United States. Weber Shandwick’s partnership with Avocados From Mexico commences in July 2016 and encompasses strategic communications, advertising creative, media relations, thought leadership, events, content creation and paid media.
In the food marketing category, Weber Shandwick’s expertise is unparalleled and we’re excited to work with them across this integrated foodservice assignment, said Mark Garcia, director of foodservice marketing, Avocados From Mexico. They brought us strategic insights and standout creative that is all deeply rooted in our business needs.
Avocados From Mexico is truly a standout in the food industry, dedicated to exploring new and disruptive approaches to fresh produce marketing, said Susan Howe, president, Global Consumer Marketing practice, Weber Shandwick. Beyond providing a highly sought after, quality product, the company has the resources, market research and operational excellence needed to establish itself as an ideal partner to foodservice operators.
About Weber Shandwick
Weber Shandwick is a leading global communications and engagement firm in 78 cities across 34 countries with a network extending to 126 cities in 81 countries. The firm’s diverse team of strategists, analysts, producers, designers, developers and campaign activators has won the most prestigious awards in the world for innovative, creative approaches and impactful work, including being honored as PRWeek’s Global Agency of the Year in 2015 and 2016, an Ad Age A-List Agency in 2014 and 2015, and The Holmes Report’s Global Agency of the Year in 2010, 2012, 2014 and 2015. Weber Shandwick and its Prime unit have won a combined 31 Cannes Lions since 2009 and are credited as PR agency on an additional 25 Lions. Weber Shandwick was also named a Best Place to Work by Ad Age in 2014 and 2015 and PRWeek in 2013 and 2014. The firm deploys deep expertise across sectors and specialty areas, including consumer marketing, corporate reputation, healthcare, technology, public affairs, financial services, corporate social responsibility, financial communications and crisis management, using proprietary social, digital and analytics methodologies. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit https://www.webershandwick.com/.
About Avocados From Mexico
Avocados From Mexico (AFM) 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, with the intent to provide a focused, highly effective and efficient marketing program in the United States. AFM is headquartered in Irving, TX.