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Consumer Marketing & Public Relations

Click here to see the final 2009 Consumer Marketing Results Report.

Click here to see the 2010 Consumer Marketing Results Report.

As we work to get mango messages out to consumers everyday, we place a special focus on overcoming barriers.  People tell us that they like mangos, but they don’t understand them.  They don’t know how to select, ripen or cut mangos, and they don’t know what to do with them once they get them cut.  Solutions to these challenges are woven into everything we do. 

Our consumer marketing program runs year-round and is focused on getting mango stories placed in newspapers, magazines, on Web sites and on TV.  We also reach consumers through third-party experts, such as nutritionists and chefs.  The efforts include lots of recipes, because that’s what food writers and editors want.  Recipe-focused stories help us get great coverage.  Our year-round approach means we have mango stories in place to support every country and every season.  These efforts allow us to reach consumers across the country and all year long.   In fact, our 2009 program resulted in consumers seeing our mango messages over 411 million times!

For 2010, the schedule includes:

• I “Heart” Mango Tart Mat Release (pre-formatted recipe article) timed for Valentine’s Day 
• Grilled Salads Full-Color Feature (pre-formatted full-color, full-page article) timed for Spring/Summer, funded in partnership with The Beef Checkoff program 
• Virtual Test Kitchen, a year-round outreach program to magazines, newspapers and bloggers, teaching them how to use mangos at different levels of ripeness and educating them about the top 6 commercial mango varieties 
• Moms and Kids Media Program, which is focused on magazines and blogs that cater to moms, and features a blogger recipe contest, kids recipe video, mango shipments to editors and face-to-face meetings to plan coverage opportunities 
• “Celebrate Summer with Ingrid Hoffmann” TV and internet video segment featuring Ingrid Hoffmann of Simply Delicioso demonstrating her favorite summertime mango recipe, plus how to select and cut a mango
• Social Media including Twitter, Facebook, MySpace and YouTube, where our “how to cut a mango” video has been viewed approximately 200,000 times
• Sponsorship of the “What’s In Store Supermarket Dietician Symposium” including an in-depth presentation about mango nutrition