UK & Ireland Mushroom Producers

Driving Awareness

Presenting the mushrooms to the nation
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1.9m

145k

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.

Results

Landed interviews with Madeleine Shaw in several BBC outlets

57.6 million opportunities to see

4.9 return on fee investment

1.9m

145k

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