Havas Miami has been named the U.S. agency of record for Olive Oils from Spain, securing a three-year engagement to increase awareness and cultural relevance of Spanish extra-virgin olive oil among American consumers.
The assignment follows a year-long review process and represents a significant win for Havas Miami, the international hub of Havas North America. The agency will lead creative and strategic duties, while Havas Media Miami will oversee media responsibilities.
More than a traditional brand campaign, the assignment positions Havas as a category builder for Spain’s olive oil industry. The effort is designed to elevate Spanish extra virgin olive oil beyond its role as a pantry staple and into broader conversations around wellness, culture, heritage and contemporary cooking.
The client, the Organización Interprofesional del Aceite de Oliva Español, represents Spain’s olive oil industry under the Olive Oils from Spain promotional brand.
The first work from the partnership is expected to launch in July.
The campaign arrives as the U.S. continues to emerge as one of the industry’s most important growth markets. “The United States is about to become the world’s leading consumer of extra virgin olive oil, surpassing even Spain,” said Pedro Barato, president of the Organización Interprofesional del Aceite de Oliva Español. “It’s a critical market for us since we are the world’s leading producers and marketers of this product.”
Barato said the organization sought an agency capable of combining creativity with a nuanced understanding of both American consumers and Spanish culture.
“We wanted a team that understood the U.S. market while also holding a genuine connection to Spanish culture and our ways of living and working,” he said.
The integrated campaign will span creator and influencer marketing, social media, earned media, out-of-home, experiential activations and cultural partnerships. The work will be powered by Havas’ Converged.AI platform and developed in collaboration with teams in Miami, New York and Madrid.
For Havas Miami, the assignment aligns with the agency’s growing focus on helping international brands establish deeper cultural connections in the U.S. “Olive Oils from Spain is one of the world’s great culinary and cultural stories,” said Jorge A. Plasencia, chairman and CEO of Havas Miami and Republica Havas. “This is not just a campaign; it is an invitation for America to discover an ingredient it thought it already knew.”
Federico Hauri, executive creative director at Havas Miami and Republica Havas, described the assignment as a rare opportunity to help reshape perceptions around an iconic product category.
“We all have a deep cultural connection to Spain that transcends generations and borders,” Hauri said. “Helping to introduce Olive Oils from Spain to the U.S. market is a dream assignment.”
The win gives Havas Miami responsibility for one of Spain’s most recognizable food exports at a time when consumer interest in healthy cooking, Mediterranean lifestyles and food provenance continues to grow in the U.S. market.
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