The National Mango Board's new marketing campaign, Mangover, officially launched May 2 with new celebrity spokesman Clinton Kelly. Mr. Kelly, the co-host of "What Not to Wear" on TLC and "The Chew" on ABC, has partnered with the NMB to motivate consumers to refresh their dishes and upgrade seasonal favorites with the fresh and delicious taste of mango.
The NMB's Mangover campaign encourages consumers to explore mangos as an easy way to add a pleasant, sweet surprise to everything from breakfast to a late-night snack.
The Mangover concept was introduced at a launch event in New York City that included a media VIP happy hour, and a consumer and influencer event where attendees learned innovative ways to transform meals with fresh mangos. The menu for the day featured maple French toast mango bites, fish tacos with three different mango toppings and bacon-wrapped mango just to name a few.
During the Mangover launch, Mr. Kelly and the NMB also partnered on a Satellite & Internet Media tour to reach consumers in several important markets across the country. Mr. Kelly demonstrated how to prepare a mango and avocado salsa, and highlighted other simple summer dishes to try at home. Recipes included summer classics like a mango smoothie, chicken and mango kebabs, and mango s'mores.
On May 1, Mr. Kelly also appeared on the “Rachael Ray Show” and brought the Mangover message to millions. Mr. Kelly and Ms. Ray prepared special recipes inspired by Cinco de Mayo and summer grilling, including chicken tacos with mango salsa and a mango barbecue sauce. Mr. Kelly also provided a mango-cutting demo.
"The Mangover program is designed to illustrate how mango's versatile taste and year-round availability make it an easy upgrade for meals and snacks," Megan McKenna, marketing director of the NMB, said in a press release. "Through a mix of high-profile media attention from Clinton Kelly, fun consumer events, creative social media content and strong coverage in national magazines, we hope mango becomes everyone's go-to ingredient."
In the weeks following the launch, NMB's Facebook page will host contests and deliver new content to introduce consumers to the new Mangover concept. Consumers will be asked to submit recipes that need a Mangover, and then NMB's blogger partner will reinvent the chosen dish using mangos -- turning the ordinary into something fun, exciting and inspired. NMB will also post before and after photos of fans and bloggers who created Mangovers at home. The Mangover theme will continue throughout the year as the NMB invites consumers to Mangover their season by adding mango to their favorite seasonal recipes.
Throughout the year, the NMB will work with Mr. Kelly to share ideas on using mango in seasonal dishes. This effort will include outreach to influential parenting and food bloggers to promote Mangovers of everything from lunch boxes to tailgate favorites. The NMB will also host a Holiday Twitter Party to showcase seasonal recipes, mango pairings and tips regarding how to use mangos for holiday favorites.
For more information, visit www.mango.org.