Highlights from the 2024/25 Mushroom marketing campaign
Publication date: 22 October 2025
Marketing
In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables.
Key highlights for Mushrooms include:
- Results for the 'Mmmmushrooms’ campaign are in and exceeded delivery of KPIs. Radio overdelivered by 67%, reaching 4.7M. Spotify reached more than 320K. TV reached 40-55% of our target audience, delivering 35M+ impressions. Retail Outdoor reached 2.9M. Paid Social across Meta has reached 7.2M+ and TikTok performed strongly, driving 3.4M impressions and returning a Click-Through-Rate of 5%.
- Australian Mushrooms launched an in-store sampling campaign across 1,324 Woolworths, Coles, and independent stores in NSW, QLD, SA, VIC, and WA to encourage light to medium buyers to try mushrooms. The campaign delivered 109,380 samples to 156,357 shoppers, leading to estimated sales of 16,907kg loose and 25,828 pre-pack mushrooms - averaging 12kg loose and 19 pre-packs per session. Of shoppers engaged, 70% sampled the product, and 39% of those went on to purchase mushrooms.
- Australian Mushrooms teamed up with HelloFresh to drive usage by promoting simple, versatile mushroom recipes for summer dinners. During the two-week activation period, recipe uptake reached 18,115 households, with 49,060 individuals ordering recipes. This represented a 55.3% increase compared to the forecast. Over 600,000 impressions were delivered across eDM, in-app notification banners, website, and social media channels. There was a 34% increase in customers ordering mushroom recipes during the campaign period. Feedback indicated that 76.5% of respondents described the recipes as easy to prepare and expressed a willingness to order them again.
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.