Mushrooms – the easy way to make meals healthy and tasty

How do you get Australians to eat more mushrooms? Make it easy.

We worked with Hort Innovation to deliver a high impact campaign for Australian Mushrooms to bring to life the creative positioning that mushrooms are an easy way to make everyday meals much healthier and much tastier. Our remit was earned, social and owned digital channels. Our target was light-medium mushroom buyers, primarily main grocery buyers with school aged children.

Armed with the insight that the main cook in a household with young children often gets worn down by the drudgery of cooking night after night, we created a personality-driven campaign that surrounded our target with inspiring content to genuinely help make mealtimes easier and more fun for families.

We engaged ambassador Miguel Maestre, resident chef from popular lifestyle program The Living Room. We developed a raft of new inspiring content (+30 recipes, images and videos) and delivered it across multiple earned, owned and paid touch points.

We managed all channels in the brand’s digital ecosystem including social (Facebook, Instagram), the website, YouTube, EDM and its database. The campaign ran from 2015-2020 and consistently exceeded all agreed metrics of success.