We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • Nicky Hero crop
  • Nicky Press
  • Website
  • Nadia PR image
  • Mushrooms_Nadia Sawahla

' Putting the M(ushroom) into Meals '

Client: The Mushroom Bureau
Brand: Just Add Mushrooms

The challenge
To improve market penetration, purchase frequency and consumer understanding of the rational benefits of mushrooms in the UK and Ireland.

Audience insight
The data clearly showed we should be targeting 25-45 year old homemakers and mums. Kindred’s existing knowledge of this audience was supplemented with learnings from a series of research groups. We needed to connect and influence a generation of component cooks who mix pre-prepared and fresh ingredients and have limited repertoires. It would have been fair to assume the food market was over saturated with recipes to try, but it became clear that is not how our audience see it, as they are continuously on the lookout for new ideas that complement their busy, family lives.

Simple and quick family meal ideas would be at the heart of the campaign. To make them more socially valuable we integrated celebrity ambassadors and introduced a mushroom chef’s hat to inject a bit more personality to the proceedings. The campaign is being implemented across a mix of paid for, earned and owned media; predominantly through regular bursts of press and digital advertising, PR and social media platforms such as Facebook, YouTube, Twitter and tumblr.

Results
It is early days and have seen a strong start to proceedings. Independent tracking shows that after just 12 months of activity campaign awareness and trial are above targets. Over 1 in 3 of those aware of the advertising have actually tried the meal idea and 1 in 10 people claim to be either new or returning buyers to the market. YOY data showed an increase of 307 tonnes of mushrooms consumed, with market in growth of 0.3%.

We’ve orchestrated over 300 pieces of quality PR coverage and our Just Add Mushrooms Facebook page has grown rapidly, with over 80,000 active fans and using minimal advertising support to get there. The campaign revolves around the power of recommendation and with nearly 150,000 social media interactions logged to date, it seems to be working.

One more thing
In just a handful of hours at each celebrity shoot, we capture all print and online advertising requirements for each launch, cover off interviews and quotes to help generate over 30 pieces of quality PR coverage and secure enough social media content to help populate the calendar for 3 months.

Your session will expire in xx.xx
Continue or Log Out