NATIONAL WATERMELON PROMOTION BOARD
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.
“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.
In just nine months, this promotion proved to be one of NWPB’s most successful consumer campaigns, meeting or surpassing all outlined communication objectives. Here are a few of the highlights:
— 50 million total consumer impressions
— 6 million total impressions through earned media placements in Better Homes & Gardens, People, HGTV, Country Living and other high-profile media outlets
— 3 million social/digital impressions
— 2 million unique online users reached
— 5 million blogger impressions