Ketchum is handling a six-month $1.2M 2014 "Olives from Spain" promotional campaign on behalf of the country's trade commission.
The through November effort includes research, planning, consumer advertising, execution targeting consumers and trade service audiences.
The program includes "brand ambassadors," sampling, cooking demonstrations in test kitchens of publishers Hearst and Meredith Corp., Huffington Post native advertising, Internet media tours and sweepstakes.
The outreach focuses on primary (New York, Miami, Chicago, San Francisco) and secondary markets (Los Angeles, Washington, Philadelphia, Seattle).
Ketchum will chalk up $344K in management/administrative fees, according to the contract.
Separately, the Omnicom unit has a pact worth $265K, of which $70K are agency fees, from the trade promotion agency of Spain's Andalusia provinces.
That agreement calls for development of an online generic promotional campaign to promote Spanish olives.
The European Union is footing the bill for the Andalusian drive, which runs through April.
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