Havas Miami has been named Olive Oils From Spain’s
agency in the U.S. The assignment was awarded after a competitive review.
The agency will lead creative and strategy, with Havas Media Miami leading media. The engagement is for three years
and underscores the trade organization’s push into the U.S. market. Organización Interprofesional del Aceite de Oliva Español represents Spain's olive oil industry.
The
remit includes creator and influencer marketing, social media, earned media, out-of-home, experiential activations and cultural partnerships. First creative work is expected in July, developed in
coordination with Havas Miami, Havas New York and Havas Madrid.
The U.S. is a priority market for building long-term awareness of Spanish extra-virgin olive oil. The strategy is to
transform the product from a pantry staple into a key wellness ingredient in American cooking.
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“The United States is about to become the world’s leading consumer of extra
virgin olive oil, surpassing even Spain. It’s a critical market for us, since we are the world’s leading producer,” said Pedro Barato, president, Organización Interprofesional
del Aceite de Oliva Español.
Havas Miami was selected for its understanding of the U.S. market and a genuine connection to Spanish culture. The agency, per Barato,
“will help us shape culture, educate consumers and build long-term meaning around the category.”
“Olive Oils from Spain is one of the world’s great culinary and
cultural stories,” added Jorge A. Plasencia, chairman-CEO, Havas Miami/Republica Havas. “This is not just a campaign. It is an invitation for America to discover an ingredient it thought
it already knew.”
According to the OEC, the main origin of U.S. olive oil imports in 2024 was Spain, at $56.1 million.