Arnold Wins Avocados From Mexico

Aims to broaden appeal

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Mexican avocado producers want consumers to think beyond guacamole and are prepping new marketing initiatives to take the fruit from exotic to everyday use.

Avocados from Mexico, the newly-formed marketing agency for the produce, has selected Arnold Worldwide after a review which began with 52 agency proposals and was cut to 11 shops that presented to AFM. The Havas network beat two other N.Y. finalists, Grey and BBDO, for the integrated assignment. AFM is allocating $36 million to grow the category, which already commands more than 60 percent of the avocados supplied to the U.S.

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