Storytelling

Challenge

Develop compelling content to build awareness of year-round availability of watermelon in U.S. market.

Solution

Develop a storytelling strategy to capture watermelon’s “sourcing story,” highlighting the commitment and family heritage of growers in the U.S. and Mexico and demonstrating how chefs in both countries value watermelon as a culturally significant culinary ingredient.

Results

• Produced short- and long-form video and photography storytelling content produced in Mexico, Florida and California
• Deployed content to target audiences through NWPB-owned channels (website, social media, e- newsletters, etc.)
• Shared content with key opinion leaders and influencers at culinary and health professional conferences