Mango board undertaking many fall marketing efforts
by Brian Gaylord | September 19, 2010
The National Mango Board has a full plate of marketing initiatives underway,
including its ongoing outreach to national magazines, newspapers and online
Those efforts are expected to result in "significant mango buzz throughout
the fall and winter months," said Wendy McManus, director of marketing for
the National Mango Board.
“Our virtual test kitchen outreach program is wrapping up in September,” Ms.
McManus said. “This initiative includes mango deliveries of the six commercial
mango varieties to influential editors. Each delivery included the mangos,
written information and a recipe demo video featuring Chef Allen (Mango
Coverage from the board's virtual test kitchen is expected to flow through
early in 2012, Ms. McManus said. The organization has a section dedicated to
its virtual test kitchen at www.mango.org/virtualtestkitchen.
The board’s back-to-school mat release featuring its mango barbecue
chicken pizza is expected to garner more than 10 million consumer
impressions, Ms. McManus said.
In the social media space, Jango Mango — a cartoonish mango mascot that
serves as the board’s global ambassador — continues to connect with fans
and followers to provide mango inspiration. Jango currently has 1,074 fans on
Facebook, and that number is growing weekly. Jango also has more than 300
followers on Twitter.
The board’s how-to-cut-a-mango video on YouTube has been viewed
approximately 321,000 times, Ms. McManus said.
This fall, the board is starting a blog to engage readers with an ongoing flow
of mango recipes, ideas and inspiration.
“Our green-skinned mango header cards and tear pads are a big hit with
retailers,” Ms. McManus said. “They are perfect for green-skinned varieties
we’ll see coming from Ecuador and Peru this fall and winter.”
Additionally, the board has some “extremely innovative promotional
programs” running with specific retailers, Ms. McManus said. “We try to plug
into their unique marketing opportunities, so each promotion is a bit different
from the next.” Elements of these programs include demonstration events;
point-of-sale materials; inclusion in e-mails, newsletters and magazines
published by the retailer; in-store radio spots; broadcast radio spots;
secondary and oversized displays; and training opportunities for store-level
(For more on South American mangos, see the Sept. 20, 2010, issue of The