UK & Ireland Mushroom Producers has launched a new marketing campaign to emphasise the vitamin D properties and health credentials of mushrooms.
The campaign will be promoted across TV, OOH, press, PR, social media, digital and web.
The association hopes to increase frequency of sales from weekly to daily food shops by focussing on encouraging grocery shoppers to increase their vitamin D intake through mushroom consumption.
“As the days get shorter over the coming months, mushrooms are an easy way to get a healthy dose of the sunshine vitamin D, essential for maintaining our immune systems and helping to reduce stress and anxiety levels – in fact, they are the best vegetable to do so!” said the association.
The ‘Get Your Vit Hit with Mushrooms’ campaign will be amplified across a variety of mediums, including a TV advert with 30-second spots around ITV food programming, going live on screens from 12 November to 18 December.
It will also include OOH sheets outside over 400 Sainsbury’s, Asda and Tesco supermarkets and 10 animated LED versions.
The association has partnered with chef Ixta Belfrage, co-author of Ottolenghi’s Flavour cookbook, to create a pop-up restaurant featuring a ‘Mushroom Boost’ menu.
Online there is an interactive campaign on key food titles and social media outreach on owned channels and paid support.
“The aim of this campaign is to champion mushrooms’s great attributes and create awareness of how they can be easily added to meals to boost nutrition this autumn and winter,” it added.
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