Mushroom Meatery pop up reaches 1.9 million viewers on Weekend Sunrise
In a collaboration with Australian Mushrooms, celebrity chef Adam Liaw and Kingsmore Meats, the mushroom meatery popup – part butchery, part mushroom-focused deli – celebrated all things mushrooms for two weeks in May.
Showcasing mushrooms in a different context, the mushroom meatery was all about celebrating the versatility of mushrooms. The popup within the butchery highlighted the role of mushrooms in a healthy flexitarian diet.
During six different spots on Channel 7’s Weekend Sunrise weather segment, Adam Liaw spoke about the various types of mushrooms commonly available, offered up preparation tips for home cooks, talked about their nutritional benefits, and prepared a few mushroom meals.
Story of the mushroom x Kingsmore Meats crossover spread across traditional and social media platforms, including The Guardian, Daily Mail Australia, Urban:List, and Broadsheet.
Since the pandemic, more Australians are cooking at home and making informed decisions about what to cook. New research from Australian Mushrooms revealed that more than half of Australians have improved their eating habits over the last 12 months – with 63 per cent admitting to preparing more meals at home, eating less processed foods (49 per cent) and increasing their intake of fresh and healthy foods (49 per cent).
Coverage and Highlights of the mushroom meatery campaign
