NATIONAL WATERMELON PROMOTION BOARD

FLM Harvest

SITUATION
Each year, the National Watermelon Promotion Board (NWPB) conducts consumer research to measure usage and attitudes about watermelons. Current food trends on whole animal/produce butchery (root to stem) and reducing food waste, combined with results from a consumer usage and attitudes study stating fresh watermelon was considered “too expensive,” revealed a timely opportunity to educate consumers on the value of watermelon – the whole watermelon – to drive purchases.

SOLUTION
“Use the Whole Watermelon” launched as a way to leverage increasing food waste concerns and carve out a new perspective among consumers regarding the untapped value of the sometimes unwieldy watermelon. The integrated campaign turned watermelon on its head, empowering consumers to learn the basic watermelon “cuts” – flesh, juice, rind, fresh cuts – brush up their carving techniques and, of course, celebrate watermelon’s virtues as a 100 percent edible, compostable vessel and source of nourishment. From rind to flesh to juice, consumers were inspired to Use the Whole Watermelon in exciting ways year-round.