The AMGA's Mushrooms + Mince = The Blend campaign has launched.
The focus for this year is on "The Blend for Everyday Eating” and will help ensure mushrooms are top of mind for everyday meaty meals, ensuring the relevancy all throughout the year, as we have identified the need to extend (or creep) our higher volume seasonal periods.
The Blend is a $125,000 campaign, separate to the marketing initiatives of Hort Innovation. This year’s campaign has been co-funded by the AMGA ($100,000) and Hort Innovation ($25,000).
The Blend – Campaign Overview
The 2024 Blend campaign is designed to enhance the momentum from last year's campaign and continue to educate Australian consumers about the concept of substituting minced meat for finely diced mushrooms, in our everyday meaty meals. By substituting mince for mushrooms, meals are more cost effective (comparative to the cost of mince), more sustainable, and more delicious.
The campaign is targeted in particular to educate families and seniors about health benefits of using a mushroom + mince blend.
The objective is to increase consumers purchase intent for mushrooms, with the ultimate goal for mushrooms to be considered as an essential ingredient to make all your favourite minced meat dishes taste better and be more nutritious. This will be delivered via a focus on:
- Substituting minced meat for mushrooms. Mushrooms + Mince = The Blend
- Leveraging meat reducers, inspire families into category and provide another way high mushroom users can consume on one more meal occasion.
- Emphasising nutritional benefits and better taste.
- Inspiring with blended recipes to show ease of adding mushrooms to any minced meat meal
Emphasising the cost savings of mushrooms vs mince.
Campaign Highlights:
Along with a robust digital marketing and PR strategy, the 2024 omni-channel campaign features an exciting competition for mass reach, partnerships with digital outlets, an Aldi on-pack sticker promotion, refreshed website and new Blenditarian recipes, and thanks to Hort Innovations additional funding, an extensive influencer engagement campaign.
Here are some of the most exciting campaign highlights to look out for:
1. Scan to Win a $5000 Kitchen Makeover:
This competition is designed to capture the attention of home cooks, to enter to win a $5,000 Kitchen Makeover (with five $250 gift cards for runners up).
To be in the draw to win, entrants will click am online link or scan a QR code instore, and tell us in 25 words or less which is their favourite Blenditarian recipe.
Once completed, entrants will be taken on an educational journey via email and social media retargeting, to ensure they understand the benefits of the Mushroom + Mince = The Blend cooking technique, and are inspired with delicious, blended recipes.
