Campaign aims to unearth and shine a spotlight on the mealtime versatility, sustainability and nutrition credentials of mushrooms

UK organic chestnut mushrooms Sainsburys

UK & Ireland Mushroom Producers has this week launched a new summer marketing campaign in a bid to increase frequency of sales from weekly to daily food shops.

The campaign is looking to shine a spotlight on the mealtime versatility, sustainability and nutrition credentials of mushrooms.

Anchored around a central creative ‘There’s more magic with mushrooms’ by creative agency Spinnaker, the fully integrated campaign launches on 11 June. 

Activity will be amplified across TV, VOD, print, PR, social, digital, web and influencer marketing partnerships, targeting adults from 25-44 years old, with a skew towards engaging a younger consumer audience.

TV will run across high profile ITV food programming, with 30 second spots, across peak programming, including: ‘Cooking with the Stars’ and coverage around ‘This Morning’ cooking segments.

The media schedule is co-funded by ITV, as part of its Business for All programme that supports new advertisers to ITV, and has been managed by John Ayling & Associates.

On-air is supported by 30 second VOD spots across ITV Hub. Digital and social advertising will feature cut downs and adaptations of the TV advert which will play out across Facebook and Instagram and also will be elevated online.

Social media also sees a partnership with TikTok’s biggest food channel ‘Caught Snacking’, plus a dedicated PR campaign that shines a light on all of the nutritional benefits of mushrooms and a brand new movement of ‘Blenditarian’ dietary preferences.

“Mushrooms really are one of the most incredible food sources on the planet,” said Noel Hegarty, UK & Ireland Mushroom Producers. ”The aim of this campaign is to champion their great attributes and mealtime versatility, driving increased consumer preference and frequency of sales.

“Mushrooms are inherently good for you, as they are full of vitamins, minerals & antioxidants,” Hegarty added. ”They are super healthy; a source of fibre and protein as well as being low in salt and sugar. 

”Mushrooms have proven to be a hero, versatile ingredient used in home-cooking, witnessing a large surge in sales over the pandemic due to their health credentials.”

Click here to see the campaign video