National Mango Board
Orlando, FL
Mangos As A Cultural Icon
Objectives:
“To bring the world’s love of mangos to the United States,” is the National Mango Board’s (NMB) vision that is inspiring all marketing initiatives from 2015 to the present day.
Campaign:
The Mangos As A Cultural Icon campaign manifests in all of the NMB programs from 2016 to date. From social campaigns to spokespeople, the NMB conceptualized the mango culinary impact and illustrated its varying global forms for mango lovers. The NMB garnered more Facebook engagement than ever before by connecting with consumers through the Mangos Around the World campaign. This success inspired both social and blog content that dug deep into mango’s roots. Similarly, the Share. Mango. Love. efforts helped to illuminate the identity. Recipes were created and shared with foodservice and retail programs. The NMB teamed up with celebrity chef Ayesha Curry, who remembered mangos from her colorful upbringing and provided recipes inspired by her Jamaican grandmother. All these efforts connect mangos to more than just a variety or recipe — they guide the journey of the mango experience and tell the story of this cultural icon.
Results:
Mangos Around the World 2016 is the most successful social media campaign to date. It engages consumers by highlighting the global love for mangos and the culture surrounding it. There were 23,000 record-breaking entries to date. Other 2017 statistics include 32,000 total engagement (reactions, comments and shares) and more than 585,000 total reach. Bloggers were also a large part of the campaign and generated more than 863 million media impressions. Recipes, including Mango Mustard Honey Glazed Ham (Easter) and Tropical Mango Guacamole (Cinco de Mayo), were shared across contributors’ blogs and social channels. The campaign also had results through 10 mommy bloggers and their kids. Curry participated in a NYC Media Day, where she shared her love for mangos. Placements included the Rachael Ray Show, AOL, Good Morning America, Refinery 29, Woman’s Day, People.com and USA Today.
