Marketing activity aplenty

Off the back of a successful marketing campaign from July to September, the Hort Innovation marketing team is now overseeing the roll-out of activities for the remainder of this calendar year.

The FY24 quarter one campaign – involving radio, outdoor advertising panels, social media, shopper communications and a sampling program – aimed to inspire people to consume more mushrooms daily, by adding the Mighty Mushie to everyday meals.

 Results from that campaign included:

·       Metro and regional outdoor advertising reaching 3,707,367 adult grocery buyers

·       Radio advertising reaching 3,581,474 adult grocery buyers

·       Social media advertising reaching 8,419,254 adult grocery buyers

·       Interim results for shopper communications (August only) showing the Woolworths campaign brought 24,000 ‘new to brand’ customers, generating $72,500 in sales during the campaign period.

The FY24 quarter two (October-December) integrated campaign is now well underway, involving radio, outdoor advertising, online shopper communications, social media and public relations activities.

Central to the current campaign is the creative idea of ‘Reinvent the Meal’ which brings to life the brand truth that ‘mighty Mushrooms can add a whole lot more flavour to ordinary meals’.

New recipes and visual assets are being unveiled throughout the campaign period to showcase delicious everyday meals and to inspire consumers to cook with mushrooms.

 Celebrity chef Miguel Maestre is also taking centre stage during the campaign, having already headlined the Mushroom Festival in Melbourne, crossing live from Costa Mushrooms in Victoria and cooking a delicious recipe for the Studio 10 television program, and generally promoting mushroom month in October.

The summer edition of MushroomLink magazine will contain more information about all the mushroom marketing activities and achievements.