The Mushroom Bureau launched its first fully integrated communications campaign Mushrooms Make Sense on Monday and will unveil the promotional push to the women’s press at a London launch event next week.
TV chef Ed Baines and author Richard Ehrlich are fronting the campaign and will be at next Wednesday’s media launch at the Good Housekeeping Institute.
Baines is developing mushroom recipes for delicious, good-value family suppers and Ehrlich, author of The Green Kitchen, is emphasising how mushrooms fit into some of the most important cooking methods and strategies in the green kitchen - a kitchen where minimising use of energy is a top priority.
Advertising space has already been secured in the April issues of the women’s consumer press and online display, with the aim of communicating not just the taste and versatility of mushrooms but also the health and nutritional benefits.
Stephen Allen of the Mushroom Bureau said: “The new campaign is all about communicating the health benefits, taste and versatility of mushrooms to consumers. We are really excited about launching this integrated campaign as it allows us to reach our target audience of women aged 25 plus across a number of different platforms, which we have not explored previously.”
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