May 31, 2023 – “Want to be happier this season? Add watermelon to your grocery cart.”
That’s the core message of a new promotion the National Watermelon Promotion Board (NWPB) BB #:153670 is launching this summer leveraging recent data that showcases watermelon’s inherent role in making fans feel happier.
The NWPB’s “Slice of Happy Project” is inspired by its 2022 consumer research[1] that finds 82% of consumers say eating watermelon boosts their mood, and more than half report feeling “happy” or “fantastic” after eating watermelon[2].
“The connection between food and mood is a major culinary topic in 2023, and we want to meet that moment with a fresh campaign and research that underscores what we have long known: Eating watermelon brings joy,” said Senior Director of Communications, Stephanie Barlow at NWPB. “We’re excited to unveil ‘The Slice of Happy Project’ as we remind consumers the many ways they can be happier with watermelons year-round from savoring a slice by the campfire, to tossing into a salad, to warming it up over the grill.”
Launching June 1, “The Slice of Happy Project” will feature:
- A beautifully crafted “Slice of Happy Project” landing page at watermelon.org/happy featuring:
- Stats sharing watermelon’s contribution to happiness.
- An interactive quiz that curates recipe inspiration based on personal preferences and moods.
- Mood-boosting music.
- An opportunity for visitors to sign up to receive a digital happiness kit filled with stickers, backgrounds and more.
- Social media promotions to highlight key messages to shoppers nationwide.
- Consumer media outreach to promote the recent research.
Research: “100% Happiness After Eating a Slice”
Additional findings from NWPB’s recent consumer research found:
- 100% of watermelon consumers say watermelon makes them feel either very happy (70%) or somewhat happy (30%)1.
- More than half of consumers report feeling “happy” (39%) or “fantastic” (13%) when eating watermelon. Others feel refreshed (12%), relaxed (5%) and satisfied (4%).
- A majority (81%) consider watermelon a “comfort food.”
The study was conducted through Aimpoint Research and surveyed over 1,000 U.S. adults who are the primary grocery shoppers and are 18 years of age. The group surveyed was about 53% female and 47% male. The purpose of the study was designed to measure the attitudes and usage of watermelon, identify perceived benefits of watermelon, discover consumer opinion and purchasing intent1.
About National Watermelon Promotion Board
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 markets abroad. Funded through a self-mandated industry assessment paid by more than 700 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.
A serving of nutrient-dense 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 2-cup serving. Watermelon consumption per capita in the United States was nearly 15.5 pounds in 2022. Watermelon consumption in the United States was nearly5.2 billion pounds in 2022. The United States exported an additional 328 million pounds of watermelon. For additional information, visit watermelon.org.
[1] NWPB Summer 2022 Consumer Research Findings. National Watermelon Promotion Board. Retrieved from https://www.watermelon.org/wp-content/uploads/2022/11/NWPB-Summer-2022-Website-Presentation.pdf.
