UK & Ireland Mushroom Producers - Sustainable Christmas

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

Outcomes

Food & Drink
Digital
Social

Results

4.1 mil
Impressions on social media
Clicks
50%
Engagement rate
Reach
298
Engagements
Pieces of consumer and trade press coverage was achieved including ITV Wales, Daily Express and Hello Magazine
Pieces of coverage
10 million
Editorial impacts
Engagement rate
£566K
AVE
Reached on social media with targeted ads to reach those who live or work near a store

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

Result

UK & Ireland Mushroom Producers - Sustainable ChristmasUK & Ireland Mushroom Producers - Sustainable Christmas