AUSTRALIAN MUSHROOMS LAUNCHES THE WORLD’S FIRST MUSHIE MEAT TRAY AT NSW RSL

With meat tray raffles being a cultural icon and often the drawcard for a great Friday night out at your local RSL, the team at Eleven PR in conjunction with Australian Mushrooms, turned the usual offering on its head to reflect Aussies changing attitudes toward adopting more flexitarian diets.

They worked with Canterbury-Hurlstone Park RSL Club in Sydney to launch the world’s first Mushie Meat Tray – a flexitarian fusion complete with butcher-quality cuts of portobellos, buttons, flats and cups mushrooms alongside the traditional trappings of sausages and rissoles.

Avid RSL-goer, Beau Ryan hosted the Mushie Meat Tray raffle, selling a record 400 raffle tickets, with all proceeds going back to the RSL. With each ticket sold, patrons were in with a chance to win one of the 25 trays up for grabs, of either Australian Mushrooms and Meat or Australian Mushrooms only.

Working closely with head-chef Eddie Isaac, Eleven PR gave classic Aussie pub dishes a ‘mush’ needed makeover developing mushroom-inspired versions that included a Mushroom Parmi, Meat n Mushroom Bangers and Mash, and Mushroom Burger.

The trays are now going national. The Mushie Meat Tray will be launched in Queensland at Lions@ Springwood on Wednesday 10 May by Australian professional rugby league footballer Mark Nicholls. Followed by Victoria, with former professional Australian rules footballer Brendan Fevola set to host the Mushie Meat Tray raffle at St Kilda RSL on Friday 19 May.

If you would like to host your very own Mushie Meat Tray raffle visit https://australianmushrooms.com.au/ foodservice/mushie-meat-tray/ for all the information on how to create it.

Results

To date, Eleven PR have secured over 100 pieces of coverage, reaching over 60+ million Australians. They received coverage in titles such as News.com. au(Australia’s leading news site), Sunrise (Australia’s number one TV breakfast show) and Man of Many (Australia's largest men's lifestyle site). They also secured an interview with Australian Mushrooms grower Chris Tolson, with the North Queensland Register, this piece syndicated across six titles. On launch day, they secured an opportunity with breakfast TV show Sunrise. During the five minute live cross from the Canterbury-Hurlstone Park RSL Club, Beau Ryan explained what the Mushie Meat Tray was, and talked to the key messaging. Sunrise is a breakfast television programme broadcasting across Australia on Seven Network. It airs weekdays from 5.30am to 9am. The clip was syndicated x44 times nationally .

Social

If you would like to host your very own Mushie Meat Tray raffle visit australianmushrooms.com.au/foodservice/ mushie-meat-tray/ for all the information on how to create it.

To further drive their social media presence, Eleven PR launched an Instagram competition to encourage different community groups to apply to win their very own Mushie Meat Trays. To enter, fans had to comment why they thought their community group deserved to win trays to auction off. This garnered over 700 entries.

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