IRVING, TX — Avocados from Mexico, whose Hass avocado growers provide roughly 80% of the US supply, has selected Padilla to be its agency of record in the US following a competitive review.

As AOR, Padilla is responsible for AFM's consumer, corporate and crisis communications. The agency is also charged with increasing the fruit's profile — and consumption — through ongoing initiatives as well as around events like Cinco de Mayo and the Super Bowl.

Padilla, which has a robust food practice will also aim to use AFM's Texas culinary center and its own studio in New York to showcase the fruit's versatility.

Since its founding in 2013, Avocados from Mexico has worked with agencies including Weber Shandwick, which handled its food service PR, and Ketchum, which served as its consumer AOR.

Last year, the non-profit, which represents the Mexican Hass Avocados Importers Association and The Association of Growers and Packers of Avocados From Mexico, consolidated its ad business with Energy BBDO.

Avocados from Mexico has gained a reputation for its Super Bowl ads, which it has run for the last five consecutive years. It was the first produce brand to run a spot during the game when it did so in 2015. 

Photo by Evaan Kheraj