Meal prep time is tight. Mushrooms are the answer.
That's the pitch the Mushroom Council is making to consumers to kick off its latest promotion for National Mushroom Month in September.
“Real Fast. Real Food. Mushroom Meals in Minutes.” will showcase mushrooms' versatility as a center-of-the-plate ingredient for home cooks seeking easy, quick and convenient options, according to a news release. The integrated campaign launched Sept. 1 and will run throughout the fall.
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“What I love about this campaign is that it centers around the idea of ‘fast food,’ not in the traditional sense, but in your own kitchen, made with mushrooms, and it’s all about getting shoppers to add just one more carton of mushrooms to their grocery carts,” Anne-Marie Roerink, retail analyst at 210 Analytics, said in the release.
The Mushroom Council’s campaign includes:
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A resource hub on the Mushroom Council’s website.
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Four weekly meal plans, featuring a total of 16 mushroom-centric dishes, all taking less than 30 minutes and available in multiple formats such as:
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Video.
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Downloadable shopping list.
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Click-to-cart interface for visitors to add meal plan ingredients to digital shopping carts.
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Weekly e-blasts featuring recipes and grocery lists.
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Digital ads including recipe videos and social media promotions across social media platforms.
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Consumer media engagement.
“This campaign lines up directly with consumers’ needs and aligns well with retailers who also are leaning into simplicity and convenience in their merchandising and promotions,” Roerink said.
The featured recipes in the fall campaign will include several cuisines and flavor profiles to foster inspiration in the kitchen, such as:
