UK & Ireland Mushroom Producers

UK & Ireland Mushroom Producers - Sustainable Christmas

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4.1 mil

Impressions on social media

50%

Engagement rate

298

Pieces of consumer and trade press coverage was achieved including ITV Wales, Daily Express and Hello Magazine

Brief

- From using recycled wrapping paper to shopping locally, more of us than ever before are attempting to be more environmentally friendly over the festive period

- In order to put mushrooms at the heart of the sustainable conversation over the Christmas period, we needed to highlight their green credentials in a press worthy way

Approach

- We undertook research to calculate the miles our festive food travels 

- Did you know the average person’s food miles over Christmas are enough to travel to the North Pole there and back three times? 

- Consumers generally believe they are opting for a green choice with vegetarian options, however ingredients such as nuts, cranberries, avocados and aubergines travel across the globe 

- Identified a passionate spokesperson, celebrity chef Matt Tebbutt, to communicate the findings and offer delicious and sustainably savvy recipe alternatives 

- Filmed the action - giving us photography and video assets for PR and social media 

- Hit the airwaves - with 18 interviews with Matt across broadcast, national & consumer titles

Results

Impressions on social media

4.1 mil

Engagement rate

50%

Pieces of consumer and trade press coverage was achieved including ITV Wales, Daily Express and Hello Magazine

298

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