Dole Taps Ad Américas.

Dole Food Company, Inc. has entered into an agreement for Ad Américas to serve as national agency of record for advertising directed at the growing U.S. Latino population.

The initial advertising focus will support the core canned pineapple juice business, as well as the expansion of Dole fruit beverages targeted in a few top Hispanic markets in 2002.

María “Liz” Castells-Heard, President/Partner of Ad Américas said, “We’re honored to partner with such a high-caliber company as Dole. This feels like both a professional and personal win, having worked on a project with them a decade ago, and we’ve been committed to the brand ever since. The Dole team is one of the best clients an agency can have. They have commitment, integrity, openness to new ideas, and treat us as real partners. Everyone knows Hispanics over-index on juice usage, with 56% being heavy users (4-10+ glasses a day). Together, we will strengthen the brand and increase Dole’s Hispanic share.”

David Spare, Director of Marketing at Dole Packaged Foods said, “We have a significant opportunity to develop our business among U.S. Hispanic consumers. With Dole’s equity, we need to speak to Hispanics to command our fair share of this market. With Ad Américas, we’ve taken the next step. We’re very excited to work with Ad Américas.”