The Mushroom Council continues its Feed Your Immune System initiative in 2023

More than two years after the introduction of COVID-19 to the U.S., consumers remain eager to eat foods that help their bodies avoid sickness from that virus and others.

In that vein, the Mushroom Council will continue to support its ongoing “Feed Your Immune System” campaign with a refreshed and relaunched promotion in the first quarter of 2023.

Since 2020, the Mushroom Council’s Feed Your Immune System initiative has been educating consumers on the nutritional benefits of mushrooms and how, like other fruits and vegetables, they can play a positive role in supporting a healthy immune system, according to the group.

“And, while Feed Your Immune System is a relevant communication pillar year-round, the council places extra emphasis with this dedicated campaign during winter months when both viral transmission and consumer inquiries in immunity are at their highest,” the group said in a news release. 

The group’s 2022 winter Feed Your Immune System promotion earned more than 23.5 million impressions, an increase of 9% over the 2021 campaign, the release said.

The 2023 campaign, according to the release, features an updated online hub at feedyourimmunesystem.com. The website is home to a wide array of content including details on nutrients that support the immune system, information on how foods such as mushrooms, spinach, carrots and oranges contain such nutrients, according to the release.

The website also features a dynamic duos recipe pairing section to inspire home cooks to create more nutrient dense meals, showcasing mushroom pairings with foods such as pork, sweet potatoes, eggs and beans, the release said. 

Another element of the campaign includes social media promotions using engaging videos, polls, interactive graphics and targeted ads to share content on information such as:

• Immunity 101.
• Benefits of mushroom nutrients like vitamin D, B vitamins, selenium and zinc.
• Healthy habit tips.

The campaign also includes collaborations with TikTok creators to share recipes that highlight dynamic duos and feed your immune system. 

Paid online search ads to capture inquiries for commonly searched immunity terms and point users to the Feed Your Immune System website is another element of the campaign, the release said. The campaign also will use online banner ads targeting audiences interested in nutrition and nutritious ingredients to inform and inspire mushroom usage, the release said.

Consumer media outreach via a national press release distribution and ongoing story pitching encouraging coverage of mushrooms and immunity is another part of the campaign. The campaign will create educational materials for nutritionists, including a Feed Your Immune System handbook for dietitians and health professionals, the release said.