36th Annual Marketing Excellence Award Winner: Goldenberry Farms
August 20, 2024 | 2 min to read
PROMOTION
Sweet Sugar Mango — “Small, Sweet, and Easy to Eat!”
STRATEGY
The creative team at Goldenberry Farms was challenged to design a campaign to introduce its “Sugar Mango” branded miniature mangos to the U.S. market. The project posed several market challenges: the fruit was new to the U.S. market; the miniature mango was arriving at the same time as the peak production season of Ataulfo mangos; and the company had to educate retail buyers on the difference of the branded item versus the generic item. The team developed the concept, “We’re Small, we’re sweet, and easy to eat!,” as a fun and easy-to-recognize tagline, letting consumers know exactly what a Sweet Sugar Mango was, and what to expect.
The campaign included: retailer education and merchandising directions, a social media campaign, a sugar mango store locator tool, a separately branded website, special retail packs with recycled clamshells and a unique UPC, in-store merchandising tools, regional retailer support, and sampling events.
RESULTS
The item was a complete sell-out for the 2024 season, and many grocers have already placed much larger programs in anticipation of the 2025 season. The brand was also licensed to Melissa’s.
Major distribution partners, such as Baldor, were awarded exclusive distribution rights in their geographic zones. The company received and returned to local grocers thousands of consumer inquiries via its inbound and store locator tools.
