Marketing update
A snapshot of the 2025/26 mushroom marketing campaign
Publication date: October 12, 2026
Activity in 2025/26 focused on inspiring light and medium mushroom buyers to add Australian Mushrooms to more meals throughout the year. The campaign positioned mushrooms as a tasty, versatile ingredient that can transform everyday meals, while increasing visibility before and during the weekly shop.
Activity was organised around three priorities: building awareness, strengthening retail presence and inspiration, and laying foundations for future growth through new partnerships and foodservice opportunities.
• Taste leads purchase: Taste was the most important reason people bought mushrooms, followed by versatility and ease.
• Dinner is the main occasion: More than 90 per cent of mushroom buyers ate them at dinner, while breakfast and lunch use was much lower, creating an opportunity to broaden meal occasions.
• Prompting consideration matters: Purchase intention was 11 per cent without a prompt and rose to 39 per cent when people were reminded, showing the importance of reaching consumers before they entered the store.
• Light buyers offer the greatest growth opportunity: They bought mushrooms 4.4 times a year, compared with 32 times for heavy buyers. Quick, easy and family-friendly recipes could help increase purchase frequency.
• Household penetration was stable: Around 76 per cent of households bought mushrooms in the latest year, while cost-of-living pressures and mushrooms’ higher price per kilogram made value and versatility increasingly important.
Kept Australian mushrooms front of mind through the mmmmushrooms brand campaign.
Australian mushrooms remained visible and talked about throughout the year across television, YouTube, radio, outdoor advertising, social media, news media coverage and recipe-led content.
Together, media advertising delivered more than 400 million advertising impressions (the number of times campaign content was displayed to people). YouTube and television delivered more than 59 million impressions, radio reached 7.5 million Australians, and outdoor advertising near shopping centres reached 9.9 million people with 152 million impressions, including 43 million in regional markets.
