REDWOOD CITY, CA - The most loyal of mushroom fanatics is the target of the newest campaign debuted by the Mushroom Council®. Launching an all-new multimedia advertising campaign, the organization is prompting those who already love mushrooms to purchase even more.

“In a period when inflationary pressures are forcing grocery shoppers to make every dollar count, the smartest and most efficient marketing move is to go straight to the dedicated mushroom fan,” said retail analyst Anne-Marie Roerink, 210 Analytics. “These loyalists already love mushrooms and use them across many meal occasions and recipes. By leaning into their love for mushrooms, we hope to encourage at least one more mushroom purchase at retail and one more restaurant order of a menu item featuring mushrooms.”

The Mushroom Loyalist campaign launches March 1 and will reach the top third of mushroom buyers, who account for almost 75 percent of all mushroom dollar sales and 68 percent of all mushroom purchases. The campaign—which will run heaviest March through May and conclude in August—is projected to reach 40 million mushroom loyalists at a frequency of 7x each, a press release explained.

Newly released video and static ads will focus heavily on mushrooms’ distinctive flavor, spotlighting an array of delicious on-trend recipes that meet shoppers’ needs for quick and easy meals. The campaign will include:

• Shopper data-informed advertising
• Contextual recipe advertising
• Streaming television and YouTube spots
• Social media and search engine ads

Shopper research fielded by IRI shows that heavy mushroom buyers skew older, with the majority being Baby Boomer and Gen X shoppers, the Mushroom Council relayed in the release.

As more strategies for driving category growth come to light, leave a tab open to ANUK.