Spider was tasked to help consumers understand that buying British & Irish mushrooms means eating better tasting mushrooms; as they are fresher, higher quality and have travelled less than other alternatives.
To bring this messaging to life and drive awareness of British & Irish mushrooms, Spider drove an integrated PR & social media campaign which launched the Mushrooms Miles Report, a key consumer and trade insight which outlined key facts about mushrooms, how sustainable they are and the importance of shopping closer to home. Alongside the report, Spider also conducted a consumer survey which identified just how little shoppers check a product’s country of origin and how unaware they are of their favourite vegetables’ provenance.
To sit alongside the PR campaign, Spider also built up and managed a number of social media accounts for British & Irish mushrooms. In just a few months, Spider welcomed over 2,500 new followers to their platforms and generated a reach of over 3 million people.
Announcing the news to press, Spider generated 19 pieces of coverage across national, lifestyle and trade press, including larger feature pieces in The Guardian and Daily Telegraph.