Principals Creates Mush-Boom Brand For Costa Group

Principals Creates Mush-Boom Brand For Costa Group
SHARE
THIS



Branding agency Principals has helped Costa Group consolidate its mushroom range from three brands to one with the launch of Mush-Boom.

Costa Group is Australia’s largest horticultural company and a major supplier of produce to food retailers in the country. Until recently, the business had three different local and international mushroom brands in-market. Costa Group engaged Principals to consolidate these brands.

The team worked with Costa to craft a strategy that gives mushrooms the status they deserve and highlights the unexpected health benefits of the humble mushroom.

With the help of Principals’ language arm XXVI, the first step was nailing down a unique name and personality that could stand out and command attention in an otherwise brandless corner of the supermarket. From there, Principals focused on bringing the heroic nature of the brand to life through visual identity, custom packaging and point-of-sale collateral including characters that turn mushrooms into superheroes.

Principals Creative Director Pip Ireland said: “Our aim was to bring the ‘Boom’ to mushrooms by creating a brand – and a name – full of personality. This was achieved by showcasing the mushroom’s diversity of use and flavour. The brand needed to appeal to both young and old, with research and insights helping to inform the bold new positioning.”

The new name – Mush-Boom – as well as the tagline, “Rescue your meals from boring”,  comes to life through a user-friendly website with recipes and nutrition information.

Costa Marketing and Innovation Manager Elisa Siliato said: “More and more consumers are seeking to reduce or replace meat in their diets and mushrooms are a terrific alternative, yet, traditionally, they have flown under the radar with the category largely unbranded.

“Mush-Boom is an exciting departure from the status quo highlighting the fact that mushrooms are fun, quirky and full of goodness. Principals has introduced a personality that appeals to customers and will inspire them to get cooking.”

 

Please login with linkedin to comment

Principals

Latest News

Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat
  • Media

Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat

As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]

BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign
  • Advertising

BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign

Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]

Jodie Oddy Makes Return To Radio, Scoring Nova Show
  • Media

Jodie Oddy Makes Return To Radio, Scoring Nova Show

Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine