UK & Ireland Mushrooms Producers launch a big impact 360 summer campaign – Retail Times


This week sees the UK & Ireland Mushrooms Producers launch a big impact 360 summer campaign which aims to unearth and shine a spotlight on the mealtime versatility; sustainability and nutrition credentials of mushrooms in a bid to increase frequency of sales from weekly to daily food shops.

Anchored about a central creative ‘There’s more magic with mushrooms’ by creative agency Spinnaker, the fully integrated campaignlaunches on 11th June.  Activity will be amplified across TV, VOD, Print, PR, Social, Digital, Web and Influencer marketing partnerships, targeting adults from 25-44yrs old, with a skew towards engaging a younger consumer audience. 

TV will run across high profile ITV food programming, with 30 second spots, across peak programming, including: ‘Cooking with the Stars’ and coverage around ‘This Morning’ cooking segments.  The media schedule is co-funded by ITV, ,as part of their Business for All programme that supports new advertisers to ITV, and has been managed by John Ayling & Associates.

The on-air is supported by 30 second VOD spots across ITV Hub.  Digital and social advertising will feature cut downs and adaptations of the TV advert which will play out across Facebook and Instagram and also will be elevated on a brand new and refreshed website www.madewithmushrooms.co.uk’.  

Social media also sees a partnership with TikTok’s biggest food channel ‘Caught Snacking’, plus a dedicated PR campaign shines a light on all of the nutritional benefits of mushrooms and a brand new movement of ‘Blenditarian’ dietary preferences.

“Mushrooms really are one of the most incredible food sources on the planet.  The aim of this campaign is to champion their great attributes and mealtime versatility, driving increased consumer preference and frequency of sales.

“Mushrooms are inherently good for you, as they are full of vitamins, minerals & antioxidants.  They are super healthy; a source of fibre & protein as well as being low in salt and sugar.  Mushrooms have proven to be a hero, versatile ingredient used in home-cooking, witnessing a large surge in sales over the pandemic due to their health credentials.” commented Noel Hegarty, UK & Ireland Mushroom Producers. 

UK & Irish mushrooms can be found in major retailers nationwide.



This week sees the UK & Ireland Mushrooms Producers launch a big impact 360 summer campaign which aims to unearth and shine a spotlight on the mealtime versatility; sustainability and nutrition credentials of mushrooms in a bid to increase frequency of sales from weekly to daily food shops. Anchored about a central creative ‘There’s more…