There was a time when all you needed was a bullhorn and a message. We are no longer living in that time. Everyone has a bullhorn and a message—or 50 bullhorns and 500 messages. There is a lot of noise.
We began to notice this with our clients several years ago. Our basic messages seemed to be falling flat.
“Oh, you’re the first product that does X? Ho-hum.”
Stand alone nutrition claims weren’t that exciting any more. “You’re high in vitamin Y? Cool. So are 200 other foods.”
The reason? Our audiences were becoming more educated, entertained, and distracted than ever before. Their bar was higher than our clients’ messages. We knew we needed to change the way we were doing things. So, instead of being message machines, we became storytellers. And we found that when it comes to food, culture is one of the most compelling facets of a story. Culture is intriguing. Culture is romantic. Culture is adventurous. Culture brings people inside around the fire—away from the noise—so you can really talk about what makes you meaningful.
Three years ago, we embarked on an exciting culture-centric quest with one of our long-standing clients, the National Mango Board. We wanted to deepen the story we were telling by tapping into mango’s rich and interesting heritage—where and how it’s grown and it’s significance to the cultures and cuisines of its native lands. We wanted to dig into and share the culture of mango. We wanted to share mango love.
Fortunately, our clients were on board. They were willing to take a risk and try a new way of packaging their information if it meant we’d be more compelling and could break through the information clutter.
We assembled a top-notch team of artists who understand food, anthropology, and culture to produce eye catching content, including award winning food photographer, Jody Horton, artist and graphic designer, Blair Richardson, and video mastermind Chris Corona.
We turned on our research brains and interviewed farmers, agronomists, food historians, food writers, dietitians, chefs, and every day people.
And we went to some amazing places to document mangos in their native places.
This work first took us to Martex Farms, a stunning and innovative family-owned mango farm on the Southern side of Puerto Rico. We spent time with members of the Marti family, learning about the significance of mangos to their way of life and how they’ve dedicated themselves to being a world-renown producer of mangos.
And earlier this year, we travelled to Mexico City, touring markets, traversing streets, and interviewing chefs, market and street food vendors, experts in Mexican cuisine and food history, locals, and cooking school instructors to learn why Mexican’s are just so deeply passionate about mangos.
It’s been thrilling to watch this material come to life through our “Share. Mango. Love.” campaign and to hear how much it is resonating with influencers and consumers. It is definitely striking a chord. People want to hear stories, they want to be romanced, they want to connect, they want meaning—culture does all of this. They are captivated by culture. And at the end of the day, we are in the business of captivating and inspiring people to action.
You can take a peek at the Share. Mango. Love. work here and by following the National Mango Board on Facebook and Instagram. You can also check out how others are sharing their own mango love (and you can share yours, too!) by using the hash tag #sharemangolove on social media.