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]

News

McCANN MANCHESTER LAUNCHES NEW CAMPAIGN FOR MUSHROOM BUREAU

20 June, 2011 - Source: McCann Manchester

The Mushroom Bureau has launched a campaign to promote the nutritional benefits of mushrooms to UK consumers this month.

 

The work, by McCann Manchester, aims to raise awareness of the nutritional benefits of mushrooms and increase consumption, targeting 25 to 45 year old women, healthcare professionals and caterers.


  • Mushroom Bureau Campaign - 1
    Mushroom Bureau Campaign - 1

The Mushroom Bureau has launched a campaign to promote the nutritional benefits of mushrooms to UK consumers this month.

 

The work, by McCann Manchester, aims to raise awareness of the nutritional benefits of mushrooms and increase consumption, targeting 25 to 45 year old women, healthcare professionals and caterers.

 

The distinctive print and PR campaign, which is financed with aid from the European Union, features a stereotypically healthy fruit in the shape of a mushroom and will run in printed media across catering trade, women’s, health and food magazines including Olive and BBC Good Food.

 

The integrated work also includes PR support – celebrity nutritionist Amanda Hamilton and Chef Ed Baines will provide nutritional comment and insight along with recipes ideas for consumers to try on a website http://www.moretomushrooms.com

 

Simon Buchanan, managing partner at McCann Manchester, explained: “The thinking behind the creative was that if you're trying to eat healthily, a mushroom isn't the first thing that would pop into your head.

 

“You're more likely to think of things like an apple or more traditional 'green' vegetables. But a lot of these things have the same health benefits in common with mushrooms which, research showed, is something most people don't realise.”

 

“Traditionally these sorts of ads try to tempt the viewer with food photography. We feel that this campaign creates something more arresting.”

 

Consumer testing and focus groups were held to gauge reaction to the idea before the mushroom hybrid visuals were created in house at McCann Manchester using CGI.

 

Stephen Allen at The Mushroom Bureau said: “The campaign aims to drive behavioural change.

 

“We want to make people think about mushrooms in a different way –not just different ideas for recipes – we want to communicate the health, taste and convenience benefits of mushrooms and drive growth in the category in the UK.”

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