‘Cinco de Mango' kicks off with peak mango season

The National Mango Board says its "Cinco de Mango" campaign, launched with the kickoff of peak mango season, uses the holiday's significant consumer engagement to promote the consumption of fresh mangoes during Cinco de Mayo and beyond.

The board says 93% of consumers plan to make a purchase related to Cinco de Mayo, according to Numerator's 2025 U.S. Annual Holiday Preview, highlighting the holiday's impact on consumer spending and the opportunity to promote mangoes as an essential ingredient for an at-home party or gathering.

"Our 'Cinco de Mango' campaign showcases how seamlessly mangoes fit into Cinco de Mayo celebrations," Ramón Ojeda, executive director for the National Mango Board, said in a news release. "But it goes far beyond Cinco de Mayo. As peak mango season begins, we want everyone to experience the joy of incorporating this delicious fruit into their favorite dishes, from refreshing beverages to savory salsas, fresh mangoes bring a burst of sunshine to any party."

The multifaceted campaign, which runs through May 5, includes a blend of targeted paid media, in-store promotions, social media content, website resources and strategic public relations. At its heart is a curated collection of easy-to-prepare fresh mango recipes designed to inspire culinary creativity and elevate gatherings, the board says.

The "Cinco de Mango" creative captures the "vibrant essence" of mangoes and transforming ordinary dishes into culinary experiences, according to the release.

Capitalizing on the popularity of Cinco de Mayo staples like tacos, dips and margaritas, the campaign will highlight similar National Mango Board recipes, but with a twist: Baja fish tacos with mango salsa, which combines the sweetness of mangoes with the savory flavors of fish tacos; mango salsa, a dip that can be served with an appetizer spread; mangonada, blending fresh mango with lime and agave, then garnishing the chili-rimmed glass with chamoy or Tajín; and a mango margarita, a tropical take on the classic margarita.

Adding to the campaign's food-forward focus, a recent National Mango Board study focusing on the fruit's naturally invigorating properties says they have shown positive effects on insulin regulation, reinforcing mango as a heart-healthy and flavorful addition, the release said.