European Mushrooms – Mushroom Monday

Client: European Mushrooms

Every January, the UK experiences a significant slump in mood and energy levels, with research revealing that a quarter of females feel their lowest during the second half of the month. This is compounded by the lack of sunlight and a widespread Vitamin D deficiency, which further affects the nation’s overall well-being. These insights sparked the idea for a feel-good solution to help lift spirits and improve health during gloomy January post-holiday blues. Our answer? Mushrooms! Often overlooked, mushrooms are nutritional powerhouses and the ultimate feel-good food, a source of folate, vitamin B, selenium and protein, which is a surprise to many consumers, with 41% unaware that they provide a natural nutritional boost to help them feel-good.

We launched a targeted health awareness campaign, showcasing the nutritional benefits of mushrooms as powerful, affordable and feel-good additions to meals, aimed at boosting the nation’s spirits, energy, and immunity. We teamed up with health expert Dr Emily Andre and high-profile news outlet GB News to broadcast an ‘unofficial’ Public Service Health Announcement during peak TV viewing time and turned Blue Monday into Mushroom Monday, shining a spotlight on mushrooms as the ultimate antidote to the winter blues.

The campaign secured widespread media coverage, prompted an increase in web traffic of 25,000 visits, a 212.5% increase yoy,and best of all, we boosted consumer perceptions of mushrooms as an affordable source of nutrition. A whopping 71% who saw the campaign reported buying mushrooms more frequently, leading to a 1.8% increase in year-on-year sales.