Mango key messages and recipes gain national media attention
Continuing the Virtual Test Kitchen (VTK) program created in 2010, the NMB keeps mangos top-of-mind by sending two seasonally-focused fresh mangos shipments to media. The objective of this year’s program is to work with long-lead women’s and parenting magazines as well as influential mother and food bloggers to reach consumers and their families. Shipments include fresh mangos, recipes, mango key messages, nutritional information and exciting ideas on using the fruit. The NMB sent several editors a shipment earlier in 2012 with a summer theme that encouraged the use of mangos in recipes for summer celebrations. The shipment featured two recipes, including a fantastic Mango and Peanut Sauce Pasta Salad, which is great for any summer occasion. As a result of this outreach effort, the NMB gained mango coverage in prominent publications such as Better Homes & Gardens, FoodNetwork.com, Family Circle and many more.
During Quarter Three 2012, the NMB will send fall-themed fresh mango shipments to media outlets, which will include a recipe for Mango and Chocolate-Hazelnut Muffins, an easy afterschool treat for kids in the fall. This theme promotes mangos as a versatile ingredient for returning to healthy routines after summer vacation. The featured recipes are also available at mango.org/recipes.
The National News Bureau program has also earned significant coverage through several initiatives to reach national media outlets, especially major food and lifestyle magazines. The NMB attended and featured fresh mango recipes at Food Fête, an intimate press and networking event with magazine, food and lifestyle editors in New York. At the event, the NMB showcased two delicious mango recipes, Mango Caprese Salad and Mini Vanilla Cupcakes with Mango Buttercream, and distributed nutrition information and recipe cards on how to select, ripen and cut a mango.
While in New York, the NMB also hosted an editor dinner and conducted individual desk side meetings with additional media contacts. At the editor dinner, the NMB served a three course meal where fresh mangos were featured in every dish, providing a great opportunity for editors to taste and experience the versatility of the tropical fruit. Desk side meetings were conducted to share mango key messages, including information on nutrition, varieties and availability. In addition, editors also received mango information cards. At the close of Quarter Two 2012, this program has earned more than 171 million impressions to date, which is quickly approaching NMB’s program goals for the entire year.
For more information please visit www.mango.org/industry/consumer-marketing.