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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
Audience Research, Market Intelligence, Brand Strategy, Brand Identity, Creative Asset Development, Website Development, Programmatic Advertising, Media Planning and Buying, Digital Marketing, CTV and OTT Advertising, Video Production
Overview
The National Mango Board, grappling with a stagnant brand and the imperative to boost mango sales, engaged Bigeye to rejuvenate its image and implement a comprehensive multi-channel marketing strategy. Our approach included extensive audience research, leading to the creation of a modern brand identity and the development of an enhanced website.
A multifaceted digital marketing plan, incorporating captivating videos and data-driven decisions, was implemented to maximize engagement. The collaboration resulted in a 23% increase in website visits and remarkable growth across key metrics, with video advertising up by 726%, paid social by 275%, and display advertising by 647%.
These outcomes not only revitalized the National Mango Board’s brand but positioned it for sustained growth, exemplifying the impactful results of a well-executed, holistic marketing strategy blending creativity, research, and analytics.
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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