The Mmmmushrooms campaign was developed to shift behaviour by getting more Australians to add mushrooms to everyday meals, all year round.

The campaign was built on a simple insight: taste is the most important driver for mushroom purchase and mushrooms add a unique flavour profile to dishes. The opportunity was to show how mushrooms can bring a rich, depth of flavour, versatility and ease to everyday dinners.

Campaign messaging and content were anchored in two pillars - Inspire (easy recipes and new meal occasions) and Educate (how‑to cook content, varietal information and product benefits such as health). Each channel plays a role to reinforce taste, versatility and ease messaging, with health as a supporting proof point.

That idea came to life through delicious visuals across paid media channels (broadcast TV, online video, outdoor, social media and broadcast radio), owned media (Instagram, Facebook, TikTok and content creator partnership with Fruit Nerd and popular food creators), earned media (PR activity), Everyday Gourmet recipe partnership, HelloFresh partnership and in-store sampling activity that showed people easy ways to cook with mushrooms at home.  

The campaign kept mushrooms visible at the moments that matter most for meal planning and purchase. Online video delivered standout engagement with a 92% completion rate across 18.6M reach, while radio, Meta, TikTok and outdoor expanded cost‑efficient reach to millions and engaging key main grocery buyer audiences. Overall, the campaign drove strong awareness at scale, with outdoor alone reaching 9 million. The campaign also drove strong conversion, with HelloFresh mushroom recipe orders 55.3 per cent above forecast and in-store sampling converting 71 per cent of tasters into a sale.