Led and planned the campaign strategy for Red Rickshaw’s Indian Mango Season of 2022. Divided the 3-month campaign into 4 phases (Before Mangoes, New Mangoes, Great Mangoes, After Mangoes). Collaborated with the internal marketing team in aligning on messaging, organic, and paid media approaches.
Before Mangoes
Collaborated with on-the-ground videographers in Ratnagiri, India to film the mangoes being picked on the farms we source from. Produced a brand video that was used externally to represent Red Rickshaw in further investment pitching and paid marketing channels to promote mango season.
New Mangoes
Worked with external PR team to achieve press and build brand awareness on Indian Mangoes at Red Rickshaw.
Great Mangoes
Filmed and edited additional educational videos to expand from initial brand video, showing authentic taste tests with local audience in the UK to emphasise the difference and uniqueness of these Indian mangoes.
After Mangoes
Collaborated with gifted agency and managed a macro influencer in creating UGC content that is directed to both top-funnel audiences as well as bottom of the funnel audience. This is to start promoting things you can do with alphonso mangoes as well as promoting longevity of alphonsos as we planned to bring on frozen alphonsos as a new product after. It also helped create some urgency of how short the season is and that you don’t want to miss trying it if you don’t get a box now.
Naomi Haeger 
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