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  • Mushroom Bureau Campaign - 1
  • Mushroom Bureaux - Apple

Mushroom Bureau

Client: Bord Bia

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


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