The National Mango Board has expanded its Mangover campaign this year, including free bins for some retailers and social media contests tied to Disney’s “Jungle Book: Diamond Edition” for consumers.
In 2013 the campaign generated more than 1.7 billion media impressions, according to a news release from the Orlando, Fla.-based board.
The board will again produce mango bin displays, as suggested by retailers and shippers, according to the release.
“New for 2014, a limited number of bins will be available at no charge to mango shippers for distribution to their smaller retailers that do not currently receive promotion allocations from the NMB,” the release said. Details will be available in the board’s February Mango Connection newsletter.
Also new this year is retailer training through the board’s new Mango University program. It includes videos, training materials and prizes for produce associates who complete the program.
As a companion to the Mango University program, the board is creating a retail handling and ripening guide with best practices for handling and merchandising mangoes.
For the fourth year, the board is sponsoring a retail display contest. The board will award more than $12,000 in cash prizes to the stores that build the best displays for the July contest, according to the release. Point-of-sale materials will be available via the board’s website at www.mango.org.
Consumer sweepstakes, social media contests and parties tied to the Feb. 11 release of Disney’s two-disc Blu-ray set of “The Jungle Book: Diamond Edition.” Additional contests are set for Mother’s Day and Independence Day.