What: Hass Avocado Board, the group dedicated to endorsing consumption of Hass Avocados in the U.S., has selected Grupo Gallegos as its digital and social agency of record (AOR).
Why it matters: Grupo Gallegos will lead the charge in bringing out-of-the-box strategic solutions, content creation and creative engagements to promote Hass Avocado consumption nationally.
Independent creative agency Grupo Gallegos has been named the digital and social agency of record (AOR) for Hass Avocado Board (HAB), the agriculture promotion group dedicated to endorsing consumption of Hass Avocados in the U.S. The appointment followed a consultant-led review.
Grupo Gallegos will lead the charge in bringing out-of-the-box strategic solutions, content creation and creative engagements to promote Hass Avocado consumption nationally. The agency will be utilizing its digital and social capabilities to target all consumers within the U.S., including health and wellness professionals who may not be aware of the nutritional benefits of avocados.
As part of its partnership, Grupo Gallegos will leverage HAB’s Love One Today® campaign, the group’s food and wellness education program that encourages Americans to include fresh Hass Avocados in everyday healthy eating plans. Grupo Gallegos efforts will promote the campaign, as well as complement and support the nutritional message of all members of the avocado industry, including California Avocados, Avocados from Mexico, Avocados from Chile and Avocados from Peru.
The agency will launch work in the latter half of May tied to Love One Today, and will continue to work closely with HAB to launch additional creatively-led digital and social media efforts throughout the year.
“We are energized the Hass Avocado Board trusted us to bring fresh and creative ideas we’re confident will yield great results,” said John Gallegos, Founder and CEO of Grupo Gallegos. “We share a mindset of valuing culture and creativity, and look forward to further elevating the board’s business by engaging today’s multifaceted consumers in innovative and impactful ways.”
“Grupo Gallegos impressed us with their ability to infuse creativity in the way they position brands to succeed in today’s rapidly-evolving consumer landscape,” said Gina Widjaja, Director of Marketing and Communications at Hass Avocado Board. “There is no doubt the agency is the right partner with the right creative vision to aggressively move us toward putting digital and social media at the center to how we communicate with our target consumers.”