Mangover campaign boosts consumption - The Packer

Mangover campaign boosts consumption

05/09/2014 11:09:00 AM
Doug Ohlemeier

National Mango BoardThe National Mango Board’s mangover campaign is promoting freshness through a partnership with a celebrity spokesperson and social media contests.

Clinton Kelly, co-host of ABC’s “The Chew,” promotes upgrades to seasonal favorites with mangoes and incorporating the fruit in other dishes.

The campaign shows the fruit’s versatile taste and year-round availability make it an easy upgrade for meals and snacks, according to a news release.

The campaign uses media placements with Kelly and his mother, including promoting mangoes on Mother’s Day, at Fourth of July barbecues and picnics via recipe tips.

Throughout the year, Kelly will contribute to national publications to provide advice on recipes, fashion and décor.

The campaign also includes social media contests allowing consumers to add and tag mango-themed pins, a Facebook fan contest as well as mango-inspired content updates.

On May 6, the campaign won a Superior Achievement in Branding Reputation and Engagement (SABRE) award in the food and beverage (commodity) category.

The award recognizes authenticity, engagement and consumer results that distinguish public relation firms and departments, according to the release.

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