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. ✽