Avocados from Mexico Inc., a marketing group that has set aside $36 million to promote the Avocados from Mexico brand, is hiring Arnold Worldwide of Boston, to be its ad agency of record.

The Avocado Rum Ice Cream Cocktail. Photo taken from AFM’s website.

According to the group, which is also known as AFM, many Americans regard the avocado as an exotic tropical fruit; it’s part of Arnold’s job to convince US consumers that they should think of avocados as an everyday staple. AFM also appointed Ketchum as its public relations agency of record.

In a statement, AFM chief executive Tim O’Connor said: “The selection of the best agencies to represent our brand was an intense process. After narrowing 52 proposals down to 11 presenting agencies, Arnold and Ketchum were the definitive winners. They clearly understood our vision for the brand and demonstrated the strategic focus and creativity we need.”

Advertisement - Continue Reading Below

AFM’s press release also included a statement from Pam Hamlin, president of Arnold Boston.

“Engaging the hearts and minds of people and inspiring them to use avocados everyday is an incredible creative challenge,” Hamlin said.

According to AFM, Mexican avocados account for more than 60 percent of the US supply; from 2010 to 2011, avocado sales grew 11 percent to $2.9 billion.

AFM is Arnold’s latest victory. Arnold was recently selected by Del Monte Foods to be the agency of record for Del Monte’s Milk-Bone brand.

Other Arnold clients include CVS/pharmacy, Fidelity Investments, Jack Daniel’s, McDonald’s, Milk-Bone, New Balance, Ocean Spray, and Volvo.