The Australian Mushroom industry is launching the biggest marketing campaign in its history this week.
The campaign was created by Elevencom in conjunction with Horticulture Innovation Australia which manages marketing on behalf of the mushroom industry.
The new advertising is designed to encourage everyday cooks to make their much-loved meals much healthier and much tastier in seconds – just by adding mushrooms.
Horticulture Innovation Australia marketing lead, Graeme Yardy said the strategy was simple.
“If we can get mushrooms into every family’s favourite Spaghetti Bolognese recipe, that represents a huge lift in volume,” Yardy said.
“Mushrooms have a blend of vitamins, minerals and antioxidants that isn’t found in any other food.”
“And because they can be finely chopped and blended, the good news for parents is the kids won’t even notice they’re getting all that extra nutrition!” he said.
The campaign is launching nationally through television, out of home posters, digital and a new website.
Client: Horticulture Innovation Australia
Marketing Manager – Monique Emmi
Marketing Lead – Graeme Yardy
Creative Team – Ryan Fallowfield, Tim Arrowsmith, Daniel Crocetti, Jono McCauley
Account Lead – John McLachlan
Production Company: Exit Films
Director – Felicity Morgan-Rhind
Executive Producer – Declan Cahill
Composer – Peter Kaldor
Web Development: Team Rowley