Closed Cup White Mushrooms

Source: UK & Ireland Mushrooms Producers

’There’s more magic with mushrooms’ will launch on 11 June 

UK & Ireland Mushrooms Producers has launched a summer campaign which aims to show the versatility, sustainability and nutrition of mushrooms in a bid to increase frequency of sales from weekly to daily food shops.

The grower group’s ’There’s more magic with mushrooms’ campaign will launch on 11 June and activity will be amplified across TV, VOD, print, PR, social, digital, web and influencer partnerships.

The campaign, by creative agency Spinnaker, will target adults from 25 to 44 years old with a skew towards engaging a younger consumer audience.

“Mushrooms really are one of the most incredible food sources on the planet,” said Noel Hegarty, MD of UK & Ireland Mushroom Producers. “The aim of this campaign is to champion their great attributes and mealtime versatility, driving increased consumer preference and frequency of sales.”

Mushrooms were “inherently good for you, as they are full of vitamins, minerals and antioxidants. They are super-healthy: a source of fibre and protein as well as being low in salt and sugar”, he added. “Mushrooms have proven to be a hero, versatile ingredient used in home cooking, witnessing a large surge in sales over the pandemic due to their health credentials.”

The TV campaign will run across ITV food programming with 30-second slots including Cooking with the Stars and coverage around This Morning cooking segments. This will be supported by 30-second VOD spots across ITV Hub and digital and social advertising using the same advert.

The company also has launched PR support and a partnership with TikTok’s Caught Snacking food channel to show the nutritional benefits of mushrooms.