Mushroom Council, Allrecipes partnership reaches consumers 50M times

The Mushroom Council’s partnership with one of the world’s largest digital food-media brands has proved fruitful.

By partnering with Allrecipes, the council has reached consumers more than 50 million times this summer, according to a news release.

Launched in May, Mushroom Council’s Mix it Up with Mushrooms multimedia promotion with Allrecipes encourages consumers to add mushrooms to their grocery carts to blend with ground meat for dishes that will have three benefits: being more delicious, nutritious and sustainable, the release said.

Related: Despite rising food costs, consumers continue to reach for the versatile mushroom

The Mushroom Council comprises fresh market producers and importers who average more than 500,000 pounds of mushrooms produced or imported annually. The mushroom program is authorized by the Mushroom Promotion, Research and Consumer Information Act of 1990 and is administered by the Mushroom Council under the supervision of the USDA Agricultural Marketing Service.

This Allrecipes partnership is part of a tradition for the Mushroom Council to prioritize its summer promotions by collaborating with a culinary organization or media brand to encourage blending. Past collaborations included Bon Appétit and Food Network.

Learn on PMG: Mushrooms

This year’s activations have included:

• The Mix It Up with Mushrooms contest, which featured five Allrecipes Allstar home cooks creating and sharing five original mushroom-blended recipes, with Allrecipes encouraging consumers to vote for their favorite. More than 11,000 users reviewed the mushroom and meat recipes and voted, selecting Beef and Mushroom Stuffed Shells from Allrecipes Allstar Stacey Freeman as the overall recipe winner. She won $5,000. “This easy pasta recipe is the perfect dish to serve a family because I know even the younger eaters are going to love it just as much as the adults,” Freeman told Allrecipes, according to the release. The recipe features a 50/50 white button mushroom and ground beef blend for a wholesome take on easy weeknight stuffed shells.
• Editorial features of mushrooms in Allrecipes’ magazine, alongside full-page print ads, reaching 10.3 million readers to date.
• Online feature stories and recipes, reaching as many as 45 million consumers each month.
• An email marketing campaign featuring blended recipes, such as tacos and burgers, opened by readers more than 500,000 times.
• Digital ads drawing almost 4 million impressions to the website landing page with more information about mushrooms and The Blend and the recipe contest.
• Social media outreach highlighting mushroom recipes and tips — reaching consumers 5 million times. 

Related News: Mushroom Council and Culinary Institute of America launch plant-forward video series

More on this topic: Mushrooms