I was the star of a campaign that saved watermelon waste.
“Use the Whole Watermelon” redefined the fruit’s value by showing it’s 100% edible, compostable, and versatile. In response to cost concerns and food waste trends, we launched butchery classes, how-to content, and a national recipe contest to inspire full use of the watermelon.
The campaign earned 50M+ impressions and widespread media coverage, making it the NWPB’s most successful campaign to date.
We created a short video series that included recipes, tutorials, and tips for using watermelon unconventionally, and showing how people can make new uses of typically wasted by products.
We also did a photo shoot to showcase how to use the whole watermelon in novel ways, leaving no waste behind.
Final statistics:
>50,000,000+ Consumer Impressions
110,900 Social Views
Bronze Pin from The Show 2023 (Ad2MN)
Client: National Watermelon Promotion Board
CD: Matt Lunneborg
AD: Madison Decou Kurvers, Wesley Dean
Social Strategist: Maria Daly