With an increased media spend in the final quarter of 2023, the reach of the Australian Mushrooms campaign packed a punch.

The campaign’s overall objective is to inspire people to consume more mushrooms daily by adding Mighty Mushies to everyday meals. The multi-media approach aims to reach consumers at various touchpoints including radio, out of home environments, for example shopping centre screens in close proximity to supermarkets, social media channels, and while they are shopping online.

Plans for April-October.

March has proven to be the month of successes for the ongoing FY24 mushroom marketing campaign. Aiming to inspire people to consume more mushrooms daily, the campaign continues to generate positive results and attract new customers.

A collaboration between Nutrition Research Australia (NRAUS) and the AMGA is working hard to show the benefit of adding mushrooms to the menu, not only to improve the palatability of institutional meals, but to boost their nutritional offering as well. Initial research reveals the Australian food industry has a lot more to learn about the health benefits of the mighty mushroom, with taste and culinary benefits overshadowing the vast nutritional benefits of mushrooms in the nationally accredited commercial cookery curriculum.

When it comes to planning dinner, nearly half of Australian cooks are last minute larry’s, providing the perfect opportunity to remind shoppers of the wonders of mushrooms as they do their dinner shopping. With this key statistic in mind, the Hort Innovation marketing team developed the Mushroom In-Store Sampling Program.