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HMSHost
Bethesda, MD
AIRPORT RESTAURANT MONTH FEATURING AVOCADOS FROM MEXICO
OBJECTIVES
HMSHost partnered with Avocados from Mexico and devel- oped special menus prominently featuring avocados that were available for the month of May for this exclusive foodie event. In addition to spotlighting some of the latest food trends, from avocados to plant-based options for travelers to enjoy inside the airport, HMSHost wanted to appeal to travelers with seasonal tastes and culinary creativity, raising awareness of the avail- ability of thoughtful cuisine in airports. The promotion also was designed to drive an increase in purchasing volumes.
CAMPAIGN
Airport Restaurant Month was global restaurateur HMSHost’s unique take on the popular street-side restaurant week concept. HMSHost customized it for travelers to bring an unmatched and uncommon culinary experience into the airport. In May, more than 80 restaurants across nearly 50 North American airports participated in the event. Airport Restaurant Month’s May 2018 menus varied by restaurant, with select restaurants offering distinct customized items to spotlight their own brands’ specific flavors and trends. However, every dish that was part of the promotion was designed to showcase the versatility of avocados. The core of the menu included: Avocado Banh Mi with cucumber, carrot, cilantro, mint, and lime; Roasted Salmon with avocado, sautéed mushroom, arugula, and a Sriracha aioli; Pulled Pork
Tacos with avocado, radish, and
lime Grilled Chicken Breast with
smoky tomato sauce, caramelized
onions and avocado. To expedite
the dining experience for busy
travelers, HMSHost’s culinary
team created the single-plated
menus specifically with a traveler’s
need for speed of service in mind.
This way, travelers who have limited time before their flight can still enjoy an elevated dining experience inside the terminal.
RESULTS
Airport Restaurant Month’s fresh seasonal menus with avocados as a central theme for the month of May helped trav- elers get into the spirit of summer with bold and original dining options enhanced by spotlighting vegetable-based ingredients. Airport Restaurant Month drove a 52 percent year-over-year growth trend in avocado purchases for the company, totaling 6,865 cases. HMSHost restaurants participating in Airport Restaurant Month ordered 58 percent more avocados year-over- year, with a total of 3,982 cases used exclusively for this promo- tion. The Airport Restaurant Month promotion also performed strongly from an overall perspective, selling a total of 21,248 plates, an average of 685.4 plates per day.
GO MANGO! THE SUPER FUN SUPERFRUIT
National Mango Board
Orlando, FL
OBJECTIVES
As the National Mango Board (NMB) moved into 2018, the new vision, “For mangos to move from being an exotic fruit to a daily necessity in every U.S. household,” inspired a campaign full of fun and education. The reintroduction of mangos as the Super Fun Superfruit piques consumers’ interests, while over- coming common barriers to ultimately drive them to purchase more mangos. This yearlong campaign also added dimension to the six varieties of mangos available in the United States to drive awareness that the fruit is always in season.
CAMPAIGN
Go Mango! The Super Fun Superfruit taps into the unique emotional and functional benefits of mangos. By positioning mango as a super fun superfruit, the NMB hoped to “create a bubble of happiness for consumers each time they bite into a mango.” Through a new brand style guide, NMB painted the picture of fun with expressive, vibrant and delicious colors inspired by bright signage authentic to mango producing regions. Some of the clever promotion ideas included “A Mango for All Seasons,” “Undress a Mango,” the “Summer of Mango, a
“Mango Rose” for Valentine’s Day, and “Mangos: Farmed with Love” videos. The NMB also relaunched its website and splashed social media with March Madness mango brackets, a #Mango- selfie campaign and bold trade show booths and in-store displays.
RESULTS
The Mango for All Seasons promotion was included in 1,049 placements from January 1 to June 1, 2018, and received more than one billion impressions. Its Mango Roses, which were deliv- ered to 18 media offices, including GQ and Cosmopolitan, got more than one million total impressions across local television and social media platforms. The Mangos: Farmed With Love videos have been viewed more than 100,000 times on YouTube, Facebook and LinkedIn. Across all social platforms, the NMB gained 4,279 followers in the first six months of the year.
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