SPINNAKER WINS EUROPEAN MUSHROOMS UK MARKETING CONTRACT 

Following a public competitive tender, leading UK creative agency Spinnaker has been awarded the prestigious contract to promote European Mushrooms in the UK market. The contract is EU funded and administered by Bord Bia (The Irish Food Board), with a significant budget of €3m over a 3 year period from 2024 to 2027.  

The campaign is focussed on driving mushroom saliency amongst a younger, health-conscious female shopper audience aged 25-35. Spinnaker’s work is heavily skewed to digital innovation, with digital PR, social, display advertising, and influencer collaboration all at play to drive interest and engagement amongst this younger age group.  

2024 research amongst this audience shows that the topics of nutrition, versatility of mealtime opportunities, and value for money are the highest-ranking reasons for purchasing mushrooms. The campaign reflects this, with content and messaging focussed on the three pillars of Vitality, Versatility, and Value. This has been underpinned with a campaign line of ‘Make it A Mushroom Moment’, reinforcing all year round, any occasion, and any situation potential for mushroom purchase and consumption. The campaign will also be about driving awareness that mushrooms are one of the world’s most sustainably produced foods with a very light environmental impact. 

Activity kicks off this summer with an always on social approach combined with PR, Influencer, content, and media campaign bursts at peak periods of summer, autumn and new year.  

“We’re thrilled to have been appointed by the European Mushroom Producers. Sparking positive conversations around brands is what we’re best at and when it comes to the mushroom there’s plenty to shout about. Across an integrated comms programme we are looking forward to getting the message out there and encouraging a younger 25-35 year old shopper to make mushrooms a central part of their weekly shop,” commented Robert Goldsmith, CEO, Spinnaker. 

“Spinnaker produced an insight driven and creative approach to our brief. We look forward to them using this approach to drive awareness and purchase amongst our core target audience,” commented Michal Slawski, Horticulture Sector Manager, Bord Bia. 

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