The nonprofit trade group that represents two different associations — Mexican Hass Avocados Importers Association and the Association of Growers and Packers of Avocados from Mexico — had issued an RFP earlier this year in an effort to streamline work through one agency partner.
Energy BBDO was one of four agencies involved, squaring off against 72&Sunny, Doner, and Merkley and Partners. Arnold and GSD&M were the incumbents for the brand, which has been synonymous with avocado consumption by Americans, from guacamole to toast, as well as a series of Super Bowl spots. The new agency has been tasked with developing an overarching brand platform, as well as high-impact tentpole events.
Said Jeff Adkins, managing director at Energy BBDO: “Avocados from Mexico is a recognizable and fun brand. We’re excited to partner with Kevin and the entire team to continue building the AFM brand and help even more people fall in love with this amazing and delicious fruit.”
Kevin Hamilton, senior director of marketing, Avocados From Mexico, added: “They have the right experience and a nice client base with some overlap with regards to our consumers. They also have Super Bowl experience, and the creative team really wowed us. From accounts to strategy, analytics and leadership, they were pretty impressive across the board.”
This win has arrived days after Dunkin Donuts chose sister agency BBDO New York as its new agency of record after ending its 20-year relationship with Hill Holiday.