The National Mango Board (NMB) has unveiled a new brand identity and strategy – Go Mango! The Super Fun Superfruit.
The new image, which was developed following extensive consumer research and is already being rolled out across digital and social channels, is designed to “bring to life the vibrant and delicious flavour of this superfruit in exciting and unexpected ways” the NMB said.
The brand is designed to work seamlessly across all consumer campaigns, digital platforms, retail and foodservice channels, as well as industry outreach efforts.
“Mangos have been on a fantastic trajectory, with volumes and consumer acceptance growing year over year,” said the NMB’s marketing director, Valda Coryat.
“We believe that the pops of colour, playful imagery and composition of the new brand style will evoke fun memories and inspire more US consumers to relive and share their super fun experiences and boldly delicious mango recipes with friends and neighbours.”