The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 14th Annual Shorty Awards

Mushroom Council x Food Network: Blended Burger Contest

Entered in Multi-Platform Campaign

About this entry

Today, the Mushroom Council plays a very important role in the national promotion of fresh mushrooms through consumer public relations, foodservice communications and retail communications. Many different venues are used to promote fresh mushrooms to consumers, such as working with professional chefs in developing and promoting new recipes, working with produce department managers to maintain the highest quality mushroom product for customers and sending out thousands of brochures each year to consumers hungry for new mushroom ideas.

As part of Mushroom Council’s sponsorship, Food Network hosted a custom contest on FoodNetwork.com: Blended Burger Contest. The goals of the campaign were to broaden awareness of “The Blend” cooking technique and blended burgers among mainstream audiences, encourage home cooks and pros to blend mushrooms with meat (or alternative meats) for burgers that are more nutritious, delicious, and sustainable, and educate about mushroom varieties and mushroom and meat/meat alternative flavor pairings.

Why does this entry deserve to win?

As part of Mushroom Council’s sponsorship, Food Network hosted a custom contest on FoodNetwork.com: Blended Burger Contest. The contest offered entrants an opportunity to win a $10,000 cash prize with a submission of their own blended burger recipe (a recipe containing 25% mushrooms and 75% meat) . The contest had an entry period from May 3rd to June 25th. During this time, there were several elements driving visits to the entry page, including a Food Network advertorial social video hosted by talent Kardea Brown, Food Network Magazine ads and recipe inserts, digital newsletters, digital ad units, and a :15 linear TV driver creative. 

Results

Media

Video for Mushroom Council x Food Network: Blended Burger Contest

Entrant Company / Organization Name

Discovery, Inc.

Link

Entry Credits