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MUSHROOMS CAMPAIGN DELIVERS The €2 million ‘Mushrooms Complement Everything’ campaign ran over the past three years in the UK and Ireland. This campaign which was co-financed by the EU, included recipe videos, digital advertising, and social media, and was aimed at women of 2545 years old. The campaign was designed to tap into flexitarianism, now an established food trend based on eating a blend of plant content and lower meat content foods. The campaign was based on ‘bringing
on the blend’, combining minced meat with chopped up mushrooms to produce tasty meals which are lower in fat and calories. The three year campaign delivered a good return on investment, accumulating impressive results both on campaign reaction and market impact: • • • • •
Sixty six million impressions on the digital campaign Four million video views Over a million website visits Twenty per cent increase in retail mushroom sales in the UK market Fifteen per cent increase in retail mushroom sales in the Irish market. ✽
LET’S GROW – BORD BIA’S 2021 GARDENING CAMPAIGN The successful GroMór campaign ran for 7 years with sponsorship from Bord Bia and other industry partners. This year, Bord Bia will take on the gardening campaign, rebranded as Let’s Grow. Campaign names were tested in an online survey, and Let’s Grow was judged to best fit the campaign objectives of making gardening and growing, easy and accessible to less knowledgeable and new gardeners. The campaign information will be housed on the Bord Bia website and new assets such as videos and social media content are being developed, to help build a community of gardeners. There will be a calendar of planned activities, including PR, social media content and targeted digital advertising, all
sending the consumer back to the gardening pages on the Bord Bia website which will be the anchor for content. The campaign was developed to reflect the interests of the 2.6 million gardeners in Ireland, the new ‘lockdown’ gardeners and younger gardeners, many of whom are renting, and also the increased interest in growing food. The campaign will focus on how gardening can be an enjoyable and successful activity for everyone, when armed with the right information, and also on plants that grow well in Ireland. The current garden centre listing will be improved with a map link, with an ambition to compile a plant finder for Irish grown plants, by searching by seasonal interest, growing conditions, or colour. ✽
SPORTING HEROES ENCOURAGING HEALTHY EATING HABITS In a joint collaboration between the Food Dudes and School Milk Scheme programmes, sporting heroes world champion boxer Kelly Harrington and all Ireland GAA player Philly McMahon will take part in a series of educational videos, targeting DEIS (Delivering Equality of Opportunity in Schools) schools, which will be available from April 12th. The videos will empower primary schoolchildren to adopt healthy eating habits while promoting the importance of physical activity. In addition to perishable and non-perishable provisions provided to DEIS schools under the ‘School Meals Scheme’, children attending DEIS schools also received healthy-
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eating food packs containing fresh fruit, vegetables and dairy during the recent school closures. The supplementary weekly pack was provided by the Department of Agriculture, Food and the Marine. In Ireland, the EU School Fruit and Vegetable and Milk schemes are implemented in primary schools under both the Food Dudes Healthy Eating Programme delivered by Bord Bia and the Moo Crew Programme delivered by the National Dairy Council (NDC). Bord Bia and the NDC have now joined forces to deliver this new initiative. ✽
HORTICULTURECONNECTED / www.horticultureconnected.ie / Spring 2021
