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National Mango Board
Research-driven strategy transformed exotic fruit into kitchen staple, nearly doubling U.S. consumption.
Revitalizing the National Mango Board's brand and boosting sales.
Services
Services: Consumer Research & Insights, Brand Strategy & Identity, Website Development, Media Planning & Buying, Digital Marketing, CTV & OTT, Retail Media Networks, Performance Analytics
Overview
The National Mango Board oversees a $2.4 billion economic engine supporting 16,159+ jobs while unifying a complex global supply chain of domestic producers, importers, and foreign producers. Their mission: transform mangoes from exotic indulgence to kitchen staple in every U.S. household. Since 2019, Bigeye served as agency of record, conducting comprehensive annual usage and attitude surveys in English and Spanish to map mango adoption across consumer segments. Our research revealed the strategic insight positioning mango as “the world’s most joy-infused superfruit” with an “always be celebrating” approach. We developed educational content, bilingual campaigns honoring authentic food cultures, and integrated marketing spanning digital advertising to experiential events. Results included 23% increase in website visits, 726% growth in video advertising, and measurable progress toward doubling per capita consumption from 1.9 to 3.6 pounds annually.
From Exotic to Essential Kitchen Staple
Comprehensive bilingual research revealed mangoes as “life of the party” fruit. Strategic insight drove “always be celebrating” approach, transforming intimidation into everyday adoption.
Annual usage and attitude surveys in English and Spanish mapped complex adoption landscape, revealing strategic insight that positioned mango as America’s most joy-infused superfruit.
Educational content eliminated preparation intimidation through expert tips, while cultural celebration approach honored authentic heritage without appropriation across diverse segments.
Integrated campaign execution across multiple channels drove substantial growth in video engagement and website traffic, supporting the mission to transform American consumption habits.
Five-year agency of record partnership demonstrated proven return on investment through sustained strategic collaboration driving measurable category transformation.
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