Olive Oils from Spain Names Havas Miami Its US Agency
Havas Miami has been named Olive Oils from Spain's agency in the U.S., following a competitive review that began a year ago. Havas Miami, Havas North America’s international hub, extends Republica Havas’ 20 years of cross-cultural expertise to international clients and brands entering or expanding in the U.S. market. The agency will lead creative and strategy, with Havas Media Miami leading media. The three-year engagement marks a major U.S. push for the Organización Interprofesional del Aceite de Oliva Español, the trade body representing Spain’s olive oil industry under the promotional brand Olive Oils from Spain.
First creative work from the partnership is expected to debut in July.
More than a single brand assignment, the win gives Havas Miami a category-building mandate: to help define how Spanish extra virgin olive oil shows up in American culture as a symbol of flavor, quality, heritage, wellness, and modern cooking. The effort will aim to expand awareness, deepen education, and build cultural relevance for one of Spain’s most iconic ingredients in the U.S. market.
The U.S. is one of the organization’s most important growth opportunities and a priority market for building long-term awareness of Spanish extra-virgin olive oil. Through the new engagement, Olive Oils from Spain will invest in a multi-year consumer platform designed to move the category beyond a functional pantry staple and into culture, lifestyle, wellness, and modern American cooking.
"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 producers and marketers of this product. We've been making a major effort for years to build a strong image as the best Spanish extra-virgin olive oil. For this campaign, we needed an agency partner with world-class creativity and cross-cultural sensibility that would serve as a bridge to reach the American consumers. 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," said Pedro Barato, President, Organización Interprofesional del Aceite de Oliva Español. “They’re an agency that will help us shape culture, educate consumers, and build long-term meaning around the category."
Havas Miami will serve as its fully integrated creative and cultural partner across creator and influencer marketing, social media, earned media, out-of-home, experiential activations, and cultural partnerships. Designed to bring American audiences closer to the world of Spanish extra virgin olive oil firsthand, the work will be powered by Havas’ Converged.AI operating system and developed in coordination with Havas Miami, Havas New York, and Havas Madrid.
“Olive Oils from Spain is one of the world’s great culinary and cultural stories,” said Jorge A. Plasencia, Chairman and CEO, 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. We are proud to help bring that story to life in a way that connects flavor, culture, heritage, and modern consumer behavior.”
“We all have a deep cultural connection to Spain that transcends generations and borders. Helping to introduce Olive Oils from Spain to the U.S. market is a dream assignment, and we couldn’t be more excited,” added Federico Hauri, Executive Creative Director, Havas Miami and Republica Havas.
