Australian Mushrooms has unveiled its new brand platform, Add the Mighty Mushie, via TBWA Sydney.
The integrated campaign will appear across paid, earned, and owned media highlighting the unique superfood health benefits of Australian mushrooms in order to increase consideration and grow consumption in Australia.
"To further support mushroom growers, we needed to create a campaign that cemented the unique superfood qualities of mushrooms, while showcasing just how delicious they are," Hort Innovation group marketing manager Samantha Parker says.
"Australians are becoming more and more health conscious, particularly with the rising popularity of flexitarian and plant-based lifestyles. As well as nutrition being a high priority, we know how important taste is too.
"The new campaign encourages consumers to add mushrooms more regularly to their meals in order to experience just how mighty they are – in both health and flavour.
"I’m incredibly proud of the collaboration between the team at Hort Innovation and our creative and media partners in developing such an exciting and inspiring new campaign through Add the Mighty Mushie. We hope this will encourage Australians to buy and consume more mushrooms and in turn support our Australian mushroom growers.”
To further bolster the campaign, Australian Mushrooms enlisted the help of some of the country’s top chefs to create a series of bold mushroom-based recipes which will be released over the month of November through PR and social channels.
Darren Robertson of Three Blue Ducks and Rocker, Julian Cincotta of Butter, Reynold Poernomo from MasterChef and KOI Dessert Bar, Shannon Martinez of Smith & Daughters and Smith & Deli, and Jake Smyth and Kenny Graham from Mary’s Burger Group are set to disrupt breakfast, lunch, dinner and dessert dishes using Australian mushrooms as you’ve never seen them before.
“We’re excited for the possibilities that the 'Add the Mighty Mushie' platform holds for the brand," TBWA Sydney creative director Stuart Tobin says.
"In partnership with Hort Innovation, we look forward to bringing the transformative power of mushies into Australian households.”
The Add the Mighty Mushie campaign will exist across TVC, OLV, OOH, social, digital, PR and retail.
Hort Innovation’s media agency Atomic 212° will amplify the campaign through a range of channels including Channel 7, Channel 10, and News Corp, reaching 85% of Australians.
The campaign will run until the end of June 2021.
The Add the Mighty Mushie campaign comes off the back of TBWA recently winning the creative, social and PR account for Hort Innovation.
Hort Innovation is a not-for-profit, grower-owned research and development corporation for Australia’s $12.6 billion horticulture industry.
Hort Innovation invests around $120 million in research, development and marketing projects annually to provide benefits to the horticulture industry and the wider community.
Campaign: Add the Mighty Mushie
Client: Hort Innovation
Marketing Manager: Mariannel Azarcon
Group Marketing Manager: Samantha Parker
Assistant Brand Manager: Megan Yap
Marketing Special Project Lead: Nicola Schwendler
General Manager Marketing & International Trade: Justine Coates
Agency: TBWA Sydney
Production Company: Louis & Co
Director/Photographer: Jamie Macfadyen
Media Agency: Atomic212
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