As the leaves fall off the trees and temperatures cool down, the National Mango Board (NMB) is once again looking to brighten things up across the U.S. With year-round availability of this super fun superfruit and the strategy of ‘a mango for all seasons’, the NMB will be investing more than ever to drive awareness and increase consumption of mangos during the fourth quarter of the year.
During a time of the year when consumers are laser focused on holiday meal planning and menus, the NMB will partner with Fexy Media for shoppable recipes on Serious Eats and Simply Recipes, two top food sites with 20 million monthly unique views combined. In addition to this new partnership, the NMB will also share refreshed image and video assets for traditional holiday recipe favorites such as ham, cranberry sauce and eggnog. There will also be increased digital media spending on social channels such as Instagram and YouTube. Influencers will be creating new recipes incorporating the fun and bright flavor of mangos and sharing across their social channels as well as on TV segments.
This year, building upon the success of the company's mango bin display program, the strategy for mango bins was adjusted to allow for retailers to order bins year-round (while supplies last) to support fourth quarter promotions and events. Additional POS materials such as the Mangos Merry and Bright header cards are available to brighten up in-store displays.
“When you think of mangos, you think sunshine and we are on a mission to ensure that consumers know that they can enjoy the mango sunshine all year long,” stated Valda Coryat, Director of Marketing at the National Mango Board, “We launched the Mango Store in Q1 of 2019 as our first big reminder that there is a mango for all seasons and now we are ready to round out the year with new assets and disruptive tactics. We are excited that in Q4 retail partners will be featuring mangos in sampling and holiday recipe demos throughout the country. Mangos add a pop of color and a unique flavor that brighten up the holiday table. They are such a versatile fruit, perfect for holiday entertaining, whether in desserts or drinks, appetizers or main dishes.”
For more information:
Angela Serna
National Mango Board
Tel: (407) 629-7318 ext. 113 c. (407) 463-5446
Email: ASerna@mango.org