We’ve all been there, stuck on the 1-yard line of major media coverage and just not able to get into the end zone. Let’s face it: even the best PR teams fumble.

We were recently tasked with scoring some “import season” watermelon coverage on behalf of our client, the National Watermelon Promotion Board, and the experience was an excellent exercise in knowing when to call a new “game plan!” We knew winter watermelon would be a tough sell, but weren’t quite prepared for the dead-of-winter media response…

So, when our watermelon snowman dreams melted, it was time to demonstrate our team’s agility and present our client with a winning pitch. We turned to the Super Bowl.

With a little repackaging, this fun watermelon helmet, carved from the rind of a watermelon, turned out to be the ultimate bowl of the Super Bowl. Food media loved it (as well as this watermelon salsa), and we successfully earned winter coverage in Relish and Yahoo Sports!

This was not the first time we’ve had to get creative to earn coverage for our clients in their “off-season.” But it was a good reminder of the teamwork, skill and patience it sometimes takes to score big.