Avocados From Mexico, the top-selling avocado brand in the US, has picked Weber Shandwick to guide advertising and PR for the foodservice sector.
AFM is the Irving, Tex.-based marketing organization of the Mexican Haas Avocado Importers Association and the Association of Growers and Packers of Avocados From Mexico.
Ketchum has served as AOR for PR since the two associations combined in 2013. While it no longer handles the foodservice business, the firm maintains a substantial business supporting AFMs consumer PR work.
The foodservice PR pitch will stress the year-round availability of the fruit to restaurant operators via strategic communications, creative, media relations, events, thought leadership, content and paid media.
Susan Howe, who leads Weber's global consumer marketing unit, praised AFM's dedication to new and disruptive marketing. "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," she said.
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