The short list of big items that have coalesced into campaigns promoting watermelon consumption is impressive. “We significantly restructured at the end of 2014 and created a new primary focus on foodservice,” said Stephanie Barlow, senior director of communications for the National Watermelon Promotion Board.

“We hired Megan McKenna, who had previously worked with mangos, and shifted budgets around to make room for her to really make a move for watermelon in the foodservice arena.As one promotion by the National Watermelon Promotion Board states, ‘There is no wrong way to cut a watermelon.’ (Photo courtesy of the National Watermelon Promotion Board) To get watermelon on more menus, we have a strategic program grounded in research, talking to decision makers through media and meeting contacts at events to get watermelon menu promotion and permanent menu items. We are starting with a cutting, yield and storability study to benchmark our standards and address the cheeky consumer statement that ‘there is no wrong way to cut a watermelon.' ”

A media blitz is getting the word out. “The annual watermelon media kit distributed to over 2,000 consumer media contacts looks like a gossip magazine meets foodie magazine to sensationalize watermelon as a trend setter and taste icon,” she told The Produce News.

Supported by NASCAR, watermelon racecar driver Ross Chastain will participate in five races during which his car will be wrapped like a watermelon. Watermelon queens will also be available at retail promotions and media, giving away watermelon in the pits. The first event is in Richmond, VA, April 24, followed by NASCAR events in Dover, DE, Daytona, FL, Indianapolis and Darlington, SC.

The board recently rolled out its new website. It is “extremely cutting-edge design on the back end, on the front end it will have an editorial focus highlighting all of our programs, featurettes and pop-up promotions in an elegant organization,” Barlow said.

The younger set has not been neglected. Barlow said the Jump with Jill in-school rock star nutritionist partnership and tour sponsorship “includes watermelon-wrapped vans for three touring casts nationwide and a new 'Sweet Beat' interactive music video series promotion in school and online.”

Another in-school program, Watermelon, Wondermelon, will be promoted via Learning Magazine and The Mailbox. “NWPB is sponsoring a writing and art contest for the 2015-2016 school year where students will submit slogans, ads, posters and commercials for how to sell more watermelon,” Barlow noted.

Watermelon salad will be featured at the Epcot Flower and Garden Festival at Walt Disney World in Orlando, FL. “Watermelon salad is a major seller at this 75-day in-park event that attracts millions of guests,” she went on to say.

Returning to its largest consumer promotion, the association will participate in the Marine Corps Marathon with every state chapter and NWPB staffers giving out free watermelon to athletes, their families and supporters, and attendees of the events during MCM weekend. Associated events begin on May 17.

The board will do a reboot of its watermelon-carving contest that occurs in July. “Last year, we more than doubled the entries which requires of us a significant reorganization of the contest, one which we’re very excited about,” Barlow said.

“As far as retail promotions, we are continuing with our team of retail merchandising representatives who work for watermelon as well as other commodities bringing our messages of health, value and versatility year-round to retail accounts, providing them with updating training materials such as animated short videos in an effort to get more retailers to offer more watermelon more frequently throughout the year. Also returning is the summertime Watermelon Display Contest for retailers,” she added.