Getting consumers to appreciate the humble mushroom and to buy and use it more regularly was never going to be easy.
Research showed consumers were not seeing them as a vegetable that could contribute to the government’s “five a day”.
The challenge was to get more people, eating more mushrooms, more regularly.
The primary food preparer in UK family households. More often than not this person was “mum”.
Traditional awareness campaigns often try to tempt the viewer with food photography. We created something more arresting which features a stereotypically healthy fruit in the shape of a mushroom. The campaign ran across print media and online and was supported through PR and social media with celebrity nutritionist Amanda Hamilton and chef Ed Baines providing recipes for the web site.
Awareness, consideration and sales all increased during the campaign period.