The National Mango Board’s (NMB) “Go Mango! The Super Fun Superfruit” marketing initiative has received the Produce Business’ Marketing Excellence Award. This marks the 10th year in a row the NMB’s marketing achievements are recognized by Produce Business, which honors innovative produce companies who are revolutionizing the way the produce industry connects its products to consumers.
As the NMB moved into 2018, it said the new vision, “For mangos to move from being an exotic fruit to a daily necessity in every U.S. household,” inspired a campaign full of fun and education. “Go Mango! The Super Fun Superfruit” taps into the unique emotional and functional benefits of mangos, with the aim of evoking joy and happiness each time consumers bite into a mango. This fun style is carried across all NMB marketing and communications programs, website, social channels and industry communications.
The NMB has had other programs such as “A Mango for All Seasons” which educates consumers about the year-long availability of mangos and the “Undress a Mango” campaign, a take on how to peel and cut a mango. Two videos from spokeswoman, Ayesha Curry, aims to educate and inspire families to create delicious mango-centric recipes in a fun, relatable way. The “Mangos: Farmed with Love” video showcases the culture of mango producing countries and the versatility of mango, with upbeat music and vibrant graphics.
“The purpose of the campaign was to reintroduce mangos to the U.S. consumer in a very compelling way,” stated Valda Coryat, Director of Marketing at the NMB. “The vibrant colors and fun positioning amplify the message and resonate with consumers, as we continue to educate and inspire them to enjoy mangos every day of the year.”
For more information:
Angela Serna
National Mango Board
Tel: (407) 629-7318