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    Mango.org

    Consumer Marketing

    The Consumer PR & Marketing Program is designed to increase mango consumption and awareness amongst consumers in the U.S. The program uses education initiatives such as how to choose, cut and select mangos. In addition, the NMB performs continuous consumer and category development research to generate strong core messages and program direction. Vehicles include a multimedia strategy such as print media, broadcast media, influencers, social, and online exposure.


    MEDIA CAMPAIGNS

    SPOKESPERSON

    • Secure a lifestyle spokesperson to serve as an influencer through social media for a six-hour media day tour in NYC, complete with SMT and national media interviews.
    • This project will develop media advisory, build local market media lists, pitch and schedule local station SMT interviews.

    MEDIA RELATIONS

    • Maintain a steady drumbeat of media coverage through quarterly pitches and media kits that aim to spark mango inspiration.
    • Pitch angles to share mangos recipes, along with cultural and educational stories to bring more mangos into homes.

    MANGOS AROUND THE WORLD

    • This project will expose U.S. consumers on how mangos are loved and enjoyed around the world.
    • The NMB will post a mango around the world photo every Wednesday on its Facebook page, participants will comment to guess the location of the photo, and one weekly winner will receive a $25 visa gift card.

    HOW-TO DEVELOPMENT

    • Produce five short, overhead shot videos to be used across paid and owned channels.
    • These videos will show consumers how to cut, how to select/store/ripen and create easy-to-follow recipe meals.

    KID CHEFS

    • Partner with 4 kid chef YouTube stars to create 8 mango recipe videos.
    • Kids will share their favorite dishes from around the world featuring mango.
    • Develop mango recipes, assets and cooking kits.

    meet your mango

    • Collaborate with ten mommy bloggers nationwide to develop content on mango varieties to share with their kids.
    • Amplify mango culture story across their social channels.

    ONGOING SOCIAL MEDIA

    • Create and oversee social media ads.
    • Develop content and images for social media channels.
    • Monitor social channels and community engagement, supporting follower inquiries.

    Samplings

    FRESH PRODUCE TASTE SUPPORT

    • Provide educational materials and promotional items such as stickers and coloring books for students to enjoy.

    SOLSTICE EVENT IN TIMES SQUARE

    • This event is the LARGEST free yoga event in the country with approximately eight thousand attendees.
    • There will be mango samplings to participants, the NMB logo on the event website, newsletters, signage, social posts and gift bags.

    MAKER FAIRE

    • Get creative with mangos at two shows with kids and families, celebrating technology, education, science, arts, crafts, food, and more.
    • There will be mango samplings to participants in two different markets.

    consumer research

    ATTITUDES AND USAGE STUDY

    • Update findings from three previous studies to measure consumer awareness and usage practices as they relate to mangos.

    Downloads