An ITV-sponsored omnichannel marketing campaign is putting the magic back in mushrooms, as the UK & Ireland Mushroom Producers looks to drive revenue and category growth.
Built around the messaging ‘There’s more magic with mushrooms’, the 360 promotional campaign was devised by London-based agency Spinnaker, and is designed to acquaint the public with the versatility, sustainability and nutritional credentials of the humble mushroom.
Targeting younger, dynamic adults in the 25-44 years old category, the creative – which is set to be rolled out across TV, video-on-demand, print, PR, social media, digital and influencer channels – will go live later this week, on 11 June.
The accompanying TV advertising drive will be featured across the ITV network, with a 30-second spot appearing during peak food orientated programming, such as ‘Cooking with the Stars’ and ‘This Morning’ culinary segments.
The spot will also appear on ITV’s VOD platform, ITV Hub as well as the television network’s Facebook and Instagram pages, while a dedicated website (madewithmushrooms.co.uk) will also be launched to support the promotional push.
The campaign’s media schedule was co-funded by ITV, as part of its ‘Business for All’ programme, which aims to support new advertisers who are using the network as a platform for the first time.
“Mushrooms really are one of the most incredible food sources on the planet,” said UK & Ireland Mushroom Producers managing director, Noel Hegarty.
“The aim of this campaign is to champion their great attributes and mealtime versatility, driving increased consumer preference and frequency of sales.”
He went on to say that mushrooms have: “proven to be a hero, versatile ingredient used in home-cooking, witnessing a large surge in sales over the pandemic due to their health credentials.”
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