Mushroom Council unveils its new retail ad campaign
Mushroom Council unveils its new retail ad campaign
As part of the Mushroom Council's renewed effort to increase demand for fresh mushrooms, it recently adopted a new logo and tagline -- "Mushrooms. Nature's Hidden Treasure." -- which will be used in consumer and foodservice communications.
The logo and tagline are available for use on packages of fresh mushrooms at retail, providing a unifying theme for U.S. mushroom growers or shippers whose mushrooms are sold under a variety of brand labels. The logo was introduced last month at the biennial North American Mushroom Conference in San Diego.
"In order to have a chance of breaking through to our target consumer, we must find a way to connect emotionally as well as rationally," Curtis Jurgensmeyer, chairman of the Mushroom Council, said in a statement.
After extensive qualitative and quantitative consumer research and testing, "Nature's Hidden Treasure" scored highest for believability, recall and ability to motivate purchase. The logo design and tagline were developed to capture mushrooms' many positive attributes from freshness and unique flavor to nutrition and versatility in language that resonates with consumers.
The first significant use of this new positioning will be through the launch of the council's targeted national advertising during a four-week time period in May-June. Shelf talkers, floor talkers and in-store radio will be employed to further expand awareness and demand for fresh mushrooms at point of purchase.
"While there has been considerable discussion of the strain that renewed demand has put on the mushroom supply, the summer months can always use some extra promotional support," Mr. Jurgensmeyer added in the statement. "And this in-store advertising will help our retail partners keep in touch with consumers who continue to look for healthier, great-tasting alternatives year-round."
The specific theme under the "Natures Hidden Treasure" umbrella will be the little-known fact that mushrooms have natural antioxidants. Today's health- conscious consumers have shown a strong interest in antioxidants. As evidence, ACNielsen's leading-edge "Health Activist" group, a segment that is a health and wellness sweet spot and may be a leading indicator for emerging health and wellness trends, spent more on antioxidants than any other health-related category.
The logo and tagline are available for use on packages of fresh mushrooms at retail, providing a unifying theme for U.S. mushroom growers or shippers whose mushrooms are sold under a variety of brand labels. The logo was introduced last month at the biennial North American Mushroom Conference in San Diego.
"In order to have a chance of breaking through to our target consumer, we must find a way to connect emotionally as well as rationally," Curtis Jurgensmeyer, chairman of the Mushroom Council, said in a statement.
After extensive qualitative and quantitative consumer research and testing, "Nature's Hidden Treasure" scored highest for believability, recall and ability to motivate purchase. The logo design and tagline were developed to capture mushrooms' many positive attributes from freshness and unique flavor to nutrition and versatility in language that resonates with consumers.
The first significant use of this new positioning will be through the launch of the council's targeted national advertising during a four-week time period in May-June. Shelf talkers, floor talkers and in-store radio will be employed to further expand awareness and demand for fresh mushrooms at point of purchase.
"While there has been considerable discussion of the strain that renewed demand has put on the mushroom supply, the summer months can always use some extra promotional support," Mr. Jurgensmeyer added in the statement. "And this in-store advertising will help our retail partners keep in touch with consumers who continue to look for healthier, great-tasting alternatives year-round."
The specific theme under the "Natures Hidden Treasure" umbrella will be the little-known fact that mushrooms have natural antioxidants. Today's health- conscious consumers have shown a strong interest in antioxidants. As evidence, ACNielsen's leading-edge "Health Activist" group, a segment that is a health and wellness sweet spot and may be a leading indicator for emerging health and wellness trends, spent more on antioxidants than any other health-related category.
