MUSHROOM OLYMPICS

We conceived an idea to promote three key messages of Vitality, Versatility and Value. This centered on setting Martyn Odell an ‘Olympic challenge’ to come up with recipes around these three topics. 

We conducted some primary research, and this showed how the mushroom usps of nutrition, mealtime versatility and value, were key drivers in an age when health, interest in cooking, and cost of living are all high on consumer agendas. 

Martyn created a series of three recipe videos – mushroom ragu, mushroom tart, smoked mushroom lentils - all delivered with a sense of challenge, fun and humour. This culminated in a visit to a mushroom farm where Martyn toured the farm chatting around the intricacies of the process and learning about how sustainable it is to grow mushrooms. 

The campaign was a resounding success resulting in over 32.2m reach, and increased conversations around all that is good in the world of mushrooms. Most importantly we saw an uplift in grocery sales volume and value, and positive consumer feedback from an end of campaign quantitative survey.