Mushroom Council® Rolls Out National Mushroom Month Campaign; Anne-Marie Roerink Comments
LEE’S SUMMIT, MO - Gear up, friends, Mushroom Council® is giving a whole new meaning to the term “fast food.” With consumers strapped for time and in search of products that deliver increased convenience, the organization is spotlighting Real Fast. Real Food. Mushroom Meals in Minutes. as part of its all-new National Mushroom Month promotion.
“What I love about this campaign is that it centers around the idea of ‘fast food,’ not in the traditional sense, but in your own kitchen, made with mushrooms, and it’s all about getting shoppers to add just one more carton of mushrooms to their grocery carts,” said Anne-Marie Roerink, Retail Analyst at 210 Analytics. “This campaign lines up directly with consumers’ needs and aligns well with retailers who also are leaning into simplicity and convenience in their merchandising and promotions.”
Kicking off at the beginning of this month, the campaign is the perfect start to National Mushroom Month and will continue throughout the fall. As a press release noted, the integrated campaign will address home cooks’ pain points when it comes to lacking time for meal planning, grocery shopping, and cooking. In addition, the campaign aims to showcase how mushrooms are a delicious and versatile center-of-the-plate ingredient for home cooks who seek simplicity, speed, and convenience.
The organization is sharing four weekly meal plans featuring a total of 16 mushroom-centric dishes—all taking less than 30 minutes to prepare. These plans are available in multiple formats to fit consumers' lifestyles, including video, shopping list download, and click-to-cart shop-ability for visitors to add meal plan ingredients to their digital shopping carts
Several other features comprise the immersive campaign, including:
- A campaign hub on the Mushroom Council’s website: mushroomcouncil.com/mushroom-meals/
- Weekly e-blasts featuring recipes and grocery lists
- Digital ads including recipe videos and social media promotions across Instagram, Pinterest, TikTok, and Facebook
- Consumer media engagement
The campaign has brought several recipes to light with flavor profiles geared toward keeping consumers inspired in the kitchen. Some of the recipes include:
- Sheet-Pan Blended Hawaiian Meatball Dinner
- Mushroom, Sweet Potato, and Kale Breakfast Skillet
- Mediterranean-Style Mushroom Pizza
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