Slice of Happy

Client

National Watermelon Promotion Board

Challenge

Each year, the National Watermelon Promotion Board (NWPB) conducts consumer research to measure watermelon usage, attitudes and impact on mood. This research revealed that consumers consider watermelon a “comfort food” (81%) and it makes them feel happy (100%). These findings, in combination with trends of high stress levels among consumers, created the perfect opportunity for NWPB to educate consumers on how consuming watermelon can help boost comfort and happiness.

SOLUTION

Using key research findings, NWPB and Curious Plot developed the “Slice of Happy Project” to help consumers understand the emotional benefits of eating watermelon while still incorporating NWPB’s key messages of value, sustainability and health. The keystone of the campaign was a landing page that featured experiential content like a recipe quiz, Spotify playlist, educational cards to highlight research findings and suggested recipes featuring all parts of the watermelon: flesh, juice and rind. The landing page also included a “Happiness Kit” email sign up, where subscribers would receive branded mobile and desktop backgrounds, a happiness checklist and link to the Spotify playlist.

In addition to the landing page, the campaign came to life through influencer partnerships, social media content, animated digital ads and trade media outreach.

WEBSITE

SOCIAL

INFLUENCER CONTENT

USER GENERATED CONTENT

IN-HOUSE REELS

SPOTIFY PLAYLIST

RESULTS

Since its launch on June 1, 2023, the Slice of Happy Project has met or surpassed campaign goals, including more than 14.5 million social impressions, 363K Reels and TikTok views, and 11.2 million total earned media impressions.

With the success of the campaign and NWPB continuing research on watermelon’s impact on mood, the Slice of Happy messaging has been added to NWPB’s list of ongoing content pillars alongside flavor, value and sustainability.

14.5MM SOCIAL IMPRESSIONS

7K PAGEVIEWS

11.2MM EARNED MEDIA IMPRESSIONS