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Mushrooms Complement Everything

The three year EU co-financed ‘Mushrooms Complement Everything’ promotion campaign in the UK and Ireland comes to a close in Jan 2021. With an annual budget of €670 000, the campaign has focused on the benefits of combining meat with chopped up mushrooms to ‘Bring on the Blend’.

The highlight of this period will be burst 6 of the advertising campaign running from the end of September. This will be supported by ‘always on’ PR, Social Media, and influencer activity.

The core of our Bring on the Blend campaign is to raise awareness of the benefits of mushrooms and increase buyers amongst 25-45 years households.

PR

The aim is to promote the potential of mushrooms by inspiring audiences through healthy, versatile, and convenient recipes, using date hooks, popular recipes, and beautiful imagery. 10 new autumn/winter recipes have been developed based on food trends, search data, and calendar hooks to launch in PR, Social Media, advertising, and on the website.

Social Media

This final burst of activity aims to build on the high coverage achieved to date on social media – the campaign has already had a reach of 5.7 million to date this year, and 800 000 video views on the platform.

Influencer

To keep the continuing momentum of engagement and retention in the closing months of 2020 (Nov-Jan), the campaign will be running a partnership with MOB Kitchen to promote zero-waste mushroom-based recipes. Waste free cooking is a big huge trend this year, with popularity increasing over lockdown. MOB Kitchen is a recipe hub for healthy, budget-friendly, and sustainable recipes.

Advertising

The final burst of this 3 year campaign will be live from 28th September – 15th November in digital media. The digital display campaign will run on websites targeting women25-45, on mobile through Ogury. Video advertising will be live on YouTube and through Unruly.

The digital display creative heroes two mushroom blend dishes – a meatball pasta, and a breakfast muffin (example storyboard below).