Summer watermelon promo spotlights fruit's mood-boosting benefits

The National Watermelon Promotion Board has launched a summer-long promotion leveraging recent research that finds the majority of consumers say eating watermelon boosts their mood.

The NWPB’s “Slice of Happy Project” is inspired by its 2022 consumer research, which found 82% of consumers said eating watermelon boosts their mood, and more than half report feeling “happy” or “fantastic” after eating watermelon. 

“The connection between food and mood is a major culinary topic in 2023, and we want to meet that moment with a fresh campaign and research that underscores what we have long known: Eating watermelon brings joy,” NWPB Senior Director of Communications Stephanie Barlow said in a release. “We’re excited to unveil ‘The Slice of Happy Project’ as we remind consumers [of] the many ways they can be happier with watermelons year-round from savoring a slice by the campfire, to tossing into a salad, to warming it up over the grill.” 

The Slice of Happy Project includes:

• A Slice of Happy Project landing page with stats sharing watermelon’s contribution to happiness; an interactive quiz that curates recipe inspiration based on personal preferences and moods; mood-boosting music; and an opportunity for visitors to sign up to receive a digital happiness kit filled with stickers, backgrounds and more.
• Social media promotions to highlight key messages to shoppers nationwide.
• Consumer media outreach to promote the recent research.

Happiness research

Additional findings from NWPB’s recent consumer research found:

• That 100% of watermelon consumers say watermelon makes them feel either very happy (70%) or somewhat happy (30%).
• That more than half of consumers report feeling “happy” (39%) or “fantastic” (13%) when eating watermelon. Others feel refreshed (12%), relaxed (5%) and satisfied (4%).
• A majority (81%) consider watermelon a “comfort food.”

Conducted through Aimpoint Research, the study was designed to measure the attitudes and usage of watermelon, identify perceived benefits of watermelon, and discover consumer opinion and purchasing intent, according to a release.

The study surveyed over 1,000 U.S. adults who are the primary grocery shoppers and are at least 18 years of age. The group surveyed was approximately 53% female and 47% male.

The Winter Springs, Fla.-based NWPB was established in 1989 as an agricultural promotion group to promote watermelon in the U.S. and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 700 watermelon producers, handlers and importers, NWPB’s mission is to increase consumer demand for watermelon through promotion, research and education programs.