Horticulture Innovation Australia (Hort Innovation) has announced a new marketing campaign which aims to get more Australians eating more mushrooms, more often.
The grower-owned body worked with ad agency Elevencom to produce the campaign that will run across television stations, online and out-of-home, with a new website launched as well.
In what has been dubbed the largest marketing campaign to-date for Australia’s mushroom industry, according to Ad News.
"If we can get mushrooms into every family’s favourite spaghetti bolognese recipe, that represents a huge lift in volume,” Graeme Yardy, Hort Innovation marketing lead told Ad News. “Mushrooms have a blend of vitamins, minerals and antioxidants that isn’t found in any other food.
“And because they can be finely chopped and blended, the good news for parents is the kids won’t even notice they’re getting all that extra nutrition."
Hort Innovation manages the marketing for the Australian mushroom industry.