It kicked off this week with a media event, ads in women's consumer press and a website promoting the taste, health benefits and versatility of mushrooms.
Campaign spokespeople include TV chef Ed Baines, Green Kitchen author Richard Ehrlich and dietician Juliette Kellow. Baines has developed recipes suitable for family dinners, while Ehrlich will discuss how mushrooms can be incorporated into a minimum-energy-use kitchen.
"We are really excited about launching this campaign as it allows us to reach our target audience of women aged 25 plus across a number of platforms," said a spokesman.
Growers had called for integrated marketing to boost sales in the £330m mushroom category, which saw value sales rise but volumes fall last year.