UK & Ireland Mushroom Producers

Driving Awareness

Presenting the mushrooms to the nation

Food & Drink

Recruited nutritionist and best-selling cookery writer, Madeleine Shaw, to act as our credible brand ambassador and land key messages through PR; generating headlines in print and soundbites on the airwaves. She also produced informative and attractive recipe content on social media.

Drive awareness around the lesser-known qualities mushrooms contain

Educating the nation on the importance of vitamin D, our mission was to alert shoppers that just 8 enriched British & Irish mushrooms can help you achieve the recommended daily allowance (RDA) suggested by health experts.

Landed interviews with Madeleine Shaw in several BBC outlets

57.6 million opportunities to see

4.9 return on fee investment

Editorial impacts

Average engagement rate
Clicks
145k
Engagement
Impresssions
154
Pieces of coverage
1.9m
Reach
Hours of Tiktok video playtime
Hours of YouTube playtime
7.2%
Engagement Rate

Brief

Drive awareness around the lesser-known qualities mushrooms contain

Educating the nation on the importance of vitamin D, our mission was to alert shoppers that just 8 enriched British & Irish mushrooms can help you achieve the recommended daily allowance (RDA) suggested by health experts.

Approach

Recruited nutritionist and best-selling cookery writer, Madeleine Shaw, to act as our credible brand ambassador and land key messages through PR; generating headlines in print and soundbites on the airwaves. She also produced informative and attractive recipe content on social media.

Result

Landed interviews with Madeleine Shaw in several BBC outlets

57.6 million opportunities to see

4.9 return on fee investment