The US Hass Avocado Board (HAB) has announced that it has retained PR and marketing firm CRT/tanaka as its Agency of Record folowing a request for proposal review and selection.
CRT/tanaka will work to provide strategic programmes as part of HAB's new marketing communications strategy for Hass avocados, focused on communicating the health benefits of avocados and driving avocado consumption in the US, executive director Emiliano Escobedo revealed.
In coordination with HAB’s team of agency partners, CRT/tanaka will provide strategic support including media relations to raise awareness about the nutritional attributes and health benefits of Hass avocados, based primarily on the results of the board’s nutrition research initiatives.
Currently, there are several studies in progress and more on the way with a focus on four pillars: Heart Health, Weight Management, Type 2 Diabetes and Healthy Living.
'Nutrition and health continues to be an important food purchase driver,' Escobedo said. 'The research results will provide our media relations programme with a continuous flow of good news about the benefits of avocados and give consumers more reasons to buy them.
'We look forward to working with CRT/tanaka to help us elevate our public relations programmes as we provide industry leadership in this area and further leverage the marketing strength of the collective member associations,' he added.
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