With the current landscape of consumer behaviour heavily impacted by the cost of living crisis, brands must adapt their marketing strategies to stay competitive. Aligned with the 2022-2026 Mushroom Fund Strategic Investment Plan (SIP), the Hort Innovation marketing team has devised a new three-pillar strategy. The key components of the strategy are win the mind, win at point of purchase and win the future.

The Australian Mushrooms media plan is in full flight with retail out-of-home, shopper and social media programs underway. The call-to-action campaign created in late 2023 is currently inspiring shoppers to ‘Reinvent the Meal’ across breakfast, lunch and dinner occasions.

The marketing team at Hort Innovation has developed a new approach to the Marketing Planning Process through close collaboration with industry. This fresh approach for the FY23, presented in September 2021 by Hort Innovation General Managers of Marketing Jane Smith and Kylie Hudson, laid out a commitment to foster better working relationships with growers and peak industry bodies.