Winter Springs, FL – This month the National Watermelon Promotion Board (NWPB) BB #: 153670 launched its biggest consumer-focused campaign of the year, Use the Whole Watermelon, aimed at showcasing the taste, health , the economic and sustainable benefits of whole watermelon, inside and out.
According to the NWPB consumer study, only 18% of consumers use whole watermelon and less than 40% of respondents know that the rind is edible. In fact, watermelon is 100% edible, flesh, juice and rind (even the green skin!).
To drive home the message that watermelon is not only a healthy and economical choice at just $0.16 per serving, but also a sustainable choice, several activations will bring the Use the Whole Watermelon program to life, including a new digital hub , social media promotions, “How To” Live/Premiere videos, ad serving, influencer partner shares and content syndication.
In addition, a series of new creative elements will support the campaign, including photography and recipe and selection videos. Retail components include a full-page infomercial and a personalized email newsletter with QR code.
All campaign assets will point to the new Use the Whole Watermelon landing page on Watermelon.org, accessible via UseTheWholeWatermelon.com. The interactive microsite is a one-stop resource for all things whole watermelon use and includes:
• An interactive watermelon “butchering” tutorial, with videos such as “how to cut and use the rind”, “how to squeeze” and “how to use a melon baller”
• Selected recipes that share refreshing and delicious inspiration for all parts of watermelon
• Tips and tricks for food preparation
• Gamification of food waste footprint tracking allowing users to calculate how much food waste they can save by using the whole watermelon
• A call to consumers to commit to using the whole watermelon and participating in the summer competition*
Throughout the campaign, NWPB will encourage watermelon fans to pledge to use whole watermelon as it is a sustainable choice that reduces food waste – minimizing negative impacts on our environment. Those who pledge and share why will have access to download “I Pledged” branded digital stickers and be entered for a chance to win weekly watermelon prizes. These consumer entries will be captured and crafted into special social posts citing the best of the best engagements to share on social channels, amplifying and inspiring audiences to use the whole watermelon.
“Leveraging user-generated content and stories is just one way for NWPB to amplify our message and cultivate a community of consumers who love watermelon in all its forms,” said Stephanie Barlow, Senior Director communications at NWPB.
“Strategically, we’re emphasizing that this summer, Using Whole Watermelon is the solution to some common consumer issues. Need to eat healthy? Use Whole Watermelon! Need a wallet-friendly product option? Use Watermelon Whole? Want to help reduce food waste? Use whole watermelon,” Barlow added. “It’s a Win-Win-Win for watermelon!”
In addition to promoting the campaign across all owned social networks, NWPB is working with new and long-time influencer partners whose activations include TikToks, long-form blog posts, Facebook and Instagram posts, stories and reels, Pinterest posts and media appearances. Each month this summer will focus on a watermelon party to inspire – June – flesh, July – juice, August – peel, with a special celebration on August 3 for National Watermelon Day.
The Use the Whole Watermelon campaign will run until September 2. For more information, visit www.UseTheWholeWatermelon.com or contact Stephanie Barlow, Senior Director of Communications at email@example.com.
About the National Watermelon Promotion Office
The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various overseas markets. Funded by a self-commissioned industry assessment paid for by more than 800 watermelon growers, handlers and importers, NWPB’s mission is to increase consumer demand for watermelon through promotion, research and development programs. ‘education.
A nutrient-dense serving of watermelon provides an excellent source of vitamin C (25% DV), a source of vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per serving. 2 – serving cup. Per capita consumption of watermelon in the United States was nearly 16 pounds in 2021. Watermelon consumption in the United States was nearly 5.6 billion pounds in 2021. The United States exported 375 million pounds additional watermelon. For more information, visit www.watermelon.org.