Marketing update summer 2024/25
The FY24 Australian Mushrooms marketing campaign, running from January – June 2024, aimed to inspire Australians to consume more mushrooms daily. The initiative delivered positive results for the industry, increasing consumer engagement, and successfully attracting new customers.
The FY25 Mmmmmushrooms campaign is designed to highlight the exceptional qualities of mushrooms that make them a favourite among consumers. Built on insights that taste, followed by versatility and ease of use are primary drivers of mushroom purchases, the campaign celebrates their rich flavour that enhances any dish.
WHAT’S COMING UP? INTRODUCING THE AUSTRALIAN MUSHROOM SHAKER BAG AND HELLOFRESH PARTNERSHIP
Australian Mushrooms is bringing a fresh twist to home cooking with the launch of the innovative Australian Mushroom Shaker Bag. In partnership with renowned TV chef Ash Pollard, this campaign aims to create a viral cooking trend, inspiring home cooks to shake up their meals with flavoursome mushrooms. Featuring four mouthwatering recipes, the initiative showcases the versatility and irresistible taste of mushrooms in a fun, creative way.
