The Mushroom Council’s new multimedia advertising campaign aims to encourage those who already love mushrooms to purchase even more.
Launching March 1, the “Mushroom Loyalist” campaign will reach the top third of mushroom buyers who account for almost 75% of all mushroom dollar sales and 68% of all mushroom purchases, the council says. These heavy mushroom buyers skew older with the majority being baby boomer and Gen X shoppers, according to shopper research fielded by IRI, ending May 15, 2022.
“In a period when inflationary pressures are forcing grocery shoppers to make every dollar count, the smartest and most efficient marketing move is to go straight to the dedicated mushroom fan,” said retail analyst Anne-Marie Roerink, 210 Analytics, LLC, in a news release. “These loyalists already love mushrooms and use them across many meal occasions and recipes. By leaning into their love for mushrooms, we hope to encourage at least one more mushroom purchase at retail and one more restaurant order of a menu item featuring mushrooms.”
A ‘surround sound’ campaign
The Mushroom Council says it’s taking a “surround sound” approach to the campaign targeting loyalists with messaging that illustrates fresh mushrooms’ crave-ability. Video and static ads will focus heavily on mushrooms’ distinctive flavor in an array of quick and easy meals.
The Mushroom Council says the multifaceted campaign will include:
- Shopper data-informed advertising — The Mushroom Council is collaborating with media partner Catalina to reach heavy buyers directly with online banner ads at the moment they are planning meals. In addition, they will serve ads and recipe inspiration to mushroom loyalists in-store, via at-register printed handouts.
- Contextual recipe advertising — Mushroom Council partner Chicory will serve the ads next to quick and easy recipe content, specifically in mushroom recipes and recipes that include products often purchased with mushrooms, such as bell peppers, onions and chicken.
- Streaming television and YouTube spots — The Mushroom Council’s new 30-, 15- and six-second streaming spots will air on streaming platforms such as Hulu, Paramount+, CNN and Cooking Channel, specifically aimed at boomers and Gen Xers with interest in cooking, grilling, plant-forward meals and travel.
- Social media and search engine ads — The campaign’s video and static ads also will come to life via targeted campaigns on social media and search engine results.
The Mushroom Council says the campaign, which will run heaviest March through May and conclude in August, is projected to reach 40 million mushroom loyalists at a frequency of seven times each.
