NEW YORK - Mushroom Monday is in full effect! Six months after the creative initiative’s debut, Mushroom Council’s Mushroom Monday campaign continues to gain momentum nationwide. Elevated by national media events, local chef promotions, influencer takeovers, and beyond, the initiative is driving more and more consumers to the already beloved mushroom category.

As a press release shared, the organization launched Mushroom Monday to encourage the healthy habit of adding mushrooms to weekly grocery shopping and restaurant orders.

Some inviting features of the ongoing campaign include:

• Restaurant Participation - Dozens of restaurants nationwide ranging from QSR to fine dining have signed on as Mushroom Monday participants, including chains like Jersey Mike’s, MOD Pizza, Firebirds Wood Fired Grill, and Hickory Tavern
• Social Influencer Promotion - Social influencers are kicking off the work week by visiting their favorite local restaurant and spotlighting their Mushroom Monday orders on Instagram and TikTok
• National Media Event - In June, the organization formally launched the campaign to consumer media by hosting a Mushroom Monday experiential dining event for more than 85 food media and social influencers. The event featured James Beard Award-winning chef Kiki Aranita and James Beard Award-winning mixologist Danny Childs serving mushroom-centric dishes and cocktails while mushroom growers shared their stories
• Local Market Activations - More than 30 Cleveland, Ohio-area restaurants part of the Cleveland Independents chef and restaurant collaborative joined forces last month for a metro-wide Mushroom Monday campaign launch
• Digital and Social Advertising - Mushroom Council is supporting participants with national Mushroom Monday online and social advertising; the ads have reached shoppers and diners more than 7.8 million times to date

As the council enacts this coast-to-coast, sales-driving strategy, we expect to see even more consumer interest in the growing mushroom category.

Stay tuned as ANUK brings you more consumer insights.