Growing Innovation: Issue 7, May 20, 2016

Mushrooms make their mark

The Australian Mushroom Industry this month launched the biggest campaign in its history to encourage home cooks to add mushrooms to their staple everyday dishes.

The campaign will run across television, out of home (OOH), digital and online and aims to show how adding mushrooms makes meals healthier and tastier.

Horticulture Innovation Australia marketing lead Graeme Yardy says: “If we can get mushrooms into every family’s favourite Spaghetti Bolognese recipe that represents a huge lift in volume.”

Mushrooms have a unique blend of vitamins, minerals and antioxidants that isn’t found in any other food because they are neither a plant nor animal and belong to the third food kingdom.

They can be finely chopped and blended meaning they can be added to a wide range of meals.

This marks a hugely exciting phase in mushroom marketing where the emphasis is on creating and amplifying marketing assets at a level that will bring mushrooms to life in people’s homes. Born out of extensive consumer research, the TVC uses emotional language to permeate the hearts and minds of consumers to improve the health benefits of their cooking with mushrooms.

Launching to take advantage of the cooler weather, the TVC is backed by an OOH campaign showcasing the top 20 dishes in which to include mushrooms that will be featured in over 200 shopping centres nationally, strategically positioned near supermarkets. This will reinforce mushrooms at top of mind on the path to purchase for consumers.

In-store demonstrations are being rolled out across Coles, Woolworths and Independents nationally in conjunction with the onion industry, while Coles is conducting mushroom month with a point of sale campaign, further reinforcing mushroom messaging.

A key driver and to reflect this new focus for mushrooms, an umbrella brand statement, Australian Mushrooms was developed and launched at Sydney’s Royal Easter Show and presents a timeless brand positioning that will overarch all future campaigns. A new web site went live earlier this year.

Activity for this campaign will continue until August this year. Consultation with mushroom growers has highlighted pre-Christmas as the next opportunity for ramp up, to remind consumers of the mushroom message which is not top of mind at this time.

To support the consumer campaign, a food service campaign commenced in early May which will see 240 cafes targeted over eight weeks and sent a box of mushrooms. This joint venture with Brasserie Bread is to encourage cafes to feature mushrooms on sourdough and then post their creation on Instagram to promote #mushiesonsourdough and drive trend-driven growth.

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