The Mushroom Council launching the ‘Mushroom Loyalist’ campaign
The Mushroom Council will target its most loyal shoppers in an all-new multimedia advertising campaign aimed at encouraging 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 percent of all mushroom dollar sales and 68 percent of all mushroom purchases. According to shopper research fielded by IRI, these heavy mushroom buyers skew older with the majority being Baby Boomer and Gen X shoppers.
The Mushroom Council will launch a “surround sound” campaign targeting loyalists with messaging that illustrates fresh mushrooms’ crave-ability.
Video and static ads will focus heavily on mushrooms’ distinctive flavor, from simply sautéing mushrooms in a skillet to topping homemade or take-out pizzas, and will drive an array of delicious on-trend recipes that meet shoppers’ needs for quick and easy meals.
The campaign will include:
- Shopper Data-Informed Advertising.
- Contextual Recipe Advertising.
- Streaming Television and YouTube Spots.
- Social Media and Search Engine Ads.
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.
