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NATIONAL WATERMELON PROMOTION BOARD
ORLANDO, FL
‘Can’t Leave The Water Out Of Watermelon’
Through it’s ‘Can’t Leave the Water Out Of Watermelon’ campaign, the board’s goal is promoting nutrition to all audiences via a three-pronged program that reaches consumers, retail and foodservice. The NWPB’s goal is to provide education through strong health messages via public relations, advertising social media, events and promotions.
The National Watermelon Promotion Board spread its message at a number of events throughout the year and through social media platforms and partnerships. It provided watermelon and promotion materials at the Marine Corps Marathon; worked with nutri- tionist Jill Jayne on a ‘Jump With Hill’ campaign; conducted multiple social media events to reach fans; developed a new registered dietitian toolkit; assisted Produce for Kids on its Mission For Nutrition campaign and provided many resources to foodservice outlets.
The breadth of the campaign was a huge success across many channels. The NWPB’s social media outreach alone resulted in more than 46,000 views, and its YouTube commercial generated 4.7 million impressions. Its toolkit had an ad equivalency of more than $1.8 million, and restaurants saw an 8.5% increase in watermelon movement over the previous year.
PLAN OBJECTIVES
CAMPAIGN
RESULTS
PRODUCE BUSINESS / AUGUST 2019 / 21