Celebrating World Mushroom Day with Courtney Roulston
For World Mushroom Day, Australian Mushrooms partnered with renowned culinary personality Courtney Roulston to create new recipes to showcase the flavour and versatility of Australian Mushrooms. Earned media activity included a targeted approach, pitching to top-tier media outlets with the captivating angle "travel around the world with mushrooms". This angle was a fresh way to communicate how easy it is to use mushrooms across various cuisines, providing everyday dinner inspiration. Highlight was a segment with Larry Emdur and Kylie Gillies on channel 7's The Morning Show, celebrating the taste and versatility of Australian mushrooms.
Courtney's three recipes - Spiced Mushroom Taco, Mushroom Katsu Sandwich and Spicy Honey-Soy Mushroom Noodles - are on the Australian Mushrooms website and have been shared across her social channels as well as Australian Mushrooms' owned channels.
All coverage so far has achieved over 23 million opportunities to see.
Highlights include:
The Morning Show (see video below), Channel 7 (1.6 million weekly reach) - 2.5-minute segment World Mushroom Day spotlighting how viewers can easily use Australian Mushrooms in Courtney’s recipes to create delicious dishes at home (see video below).
7News.com.au (8.3 Million monthly reach) - Ran a piece for World Mushroom Day dedicated to Courney’s Australian Mushroom recipes, inspiring Aussies to prepare, eat and enjoy Australian Mushrooms as their hero ingredient and take advantage of their many benefits.
Body + Soul (1,270,000 Reach) - News.com.au wellness platform ran an article featuring the Mushrooms Taco recipe, using the stunning photography Courtney created alongside a credit to Australian Mushrooms with a website link.
The Nightly (2,800,000 Reach) - The news website ran a lifestyle piece including the Taco and Katsu Sando recipes.