New look mushroom marketing strategy built on collaboration
The team at HIA have developed a new approach to the Marketing Planning Process, through close collaboration with industry.
The fresh approach, presented in September by HIA General Manager Jane Smith, laid out a commitment to foster better working relationships with growers and their peak industry bodies.
Included in the plan are workshops with industry and the AMGA, farm visits, as well as ongoing consultation with the SIAP
The collaborative workshops will provide an opportunity to share ideas and discuss recent developments. Results from these events will shape activities for the 2023 financial year.
Concurrently, and responding to feedback from growers, the Hort Innovation Australia (HIA) Mushroom marketing team, Head of Consumer Marketing Gillian Reilly and Marketing Manager, Emma Day have been busy refocusing their marketing strategy.
Through leveraging current diet trends, there are ample opportunities for mushrooms in the vegan, vegetarian, flexitarian, meat-reducing, plant-forward, superfood and sustainability spaces.
Riding on new consumer data that Australian eating habits post-COVID are leaning towards more home cooking, less meat and with a greater focus on nutrition, the new brand strategy is focused on pitching mushrooms as an everyday, for everyone, essential ingredient
Guiding the new strategy is a four-pillar approach designed to unlock the core challenge: How do we inspire consumers to consider and use mushrooms more often?
Top of mind awareness is the first pillar and seeks to increase prominence of mushrooms through media and communication activities. In practice, this means positioning Australian mushrooms as an essential ingredient in everyday meals to improve taste and nutrition. A highly successful campaign with celebrity Chef Adam Liaw at the Mushroom Meatery is a great example of this initiative in action.
Promoting the nutrition and unique health benefits of mushrooms by educating and inspiring to incorporate mushrooms in home cooking consumers forms pillar two. The consumer claims research run by Fiftyfive5 is a great example of this initiative in action. Consumers were asked to rank a variety of mushroom health claims against criteria of appeal, credibility & uniqueness. The results have been summarised in a handy grower fact sheet, which can be accessed www.australianmushrooms.com.au in the new Industry Portal section.
Increasing the visibility of mushrooms in retail settings to capitalise on impulse buying is the basis of pillar 3. Activities here include inspiring shoppers to purchase mushrooms via in-store inspiration mechanics i.e. product demonstrations and sampling, retail out of home advertising panels close to or inside of stores, and retailer in-store and online advertising.
Weaving mushrooms into café culture, and Australia’s beloved brunch, is an exciting project and the fourth pillar of the brand strategy. Mushrooms are in a position to follow in the wake of smashed avocado on toast and become a must-have menu item. The AMGA-run project has developed and is executing this “ Foodservice Program” work with cafes.
Look out for further updates on the new brand strategy in the quarterly Mushroom Link magazine.
