The objective of the UK & Irish Mushrooms Summer Campaign was to elevate awareness surrounding the health and versatility attributes of mushrooms, strategically addressing the inherent dip in sales during the summer months. Focused on emphasising the rich content of B vitamins in mushrooms and their vital role in boosting energy levels, our overarching goal was encapsulated in the central message, ‘B Energised this summer with mushrooms.’
To achieve this, we executed a fully integrated, 360-degree campaign that spanned major broadcast, social and print platforms. This comprehensive strategy included Out-of-Home (OOH) displays, Video on Demand (VOD) placements, Meta, YouTube advertising, TikTok promotions, features in Tesco Magazine, radio spots and influencer marketing initiatives. Our target audience encompassed grocery shoppers nationwide, with a deliberate emphasis on engaging a younger consumer demographic.
The campaign sought to not only communicate the nutritional benefits of mushrooms but also to reposition them as an essential and energising component of the summer diet. Through this multi-faceted approach, we aimed to reverse the seasonal decline in sales by fostering a positive association between mushrooms and a health-conscious, active lifestyle. The success of the campaign was measured by increased brand awareness, improved perception of mushrooms as a summer food choice, and ultimately, a demonstrable uptick in sales during the traditionally challenging summer period.
Bringing the UK & Irish Mushrooms Summer Campaign to Life: A Comprehensive Strategy Outline
Introduction: The UK & Irish Mushrooms Summer Campaign was conceived to combat the seasonal sales dip by driving awareness of mushrooms' health benefits during the active summer months. Focused on highlighting the abundance of B vitamins in mushrooms and their ability to boost energy levels, the campaign revolved around the central message, ‘B Energised this summer with mushrooms.’ The following outline will detail our strategic plan, execution, key features and the unique challenges faced and overcome in the process.
1. Research and Insights:
- Identified the seasonal drop in mushroom sales during the summer months.
- Uncovered the nutritional benefits of mushrooms, particularly their B vitamin content and energy-boosting properties.
- Recognised the need to reposition mushrooms as a vital component of a healthy and energised summer diet.
2. Crafting the Message:
- Developed a central campaign message: ‘B Energised this summer with mushrooms’ to encapsulate the health and vitality aspects of mushrooms.
- Ensured the message was versatile and resonated with a wide audience, with a particular focus on engaging younger consumers.
3. Channel Selection:
- Employed a fully integrated, 360-degree campaign approach for maximum impact.
- Utilised major broadcast channels, social media platforms (Meta, YouTube, TikTok), print media (Tesco Magazine), Out-of-Home (OOH) displays, Video on Demand (VOD), radio and influencer marketing.
- Tailored the strategy to target grocery shoppers nationwide, strategically skewing towards a younger demographic.
4. Execution:
- Developed creative assets aligned with the ‘B Energised’ theme for each channel.
- Collaborated with TV chef Juliet Sear and 4 foodie tastemakers to create engaging and authentic recipe content showcasing mushrooms.
- Coordinated timing and placement for maximum visibility across all selected channels.
- Monitored and adjusted the campaign in real-time based on performance analytics.
5. Key Features:
- Multi-Platform Integration: Ensured the campaign reached the target audience through a variety of channels, maximising exposure and engagement.
- Influencer Collaboration: Leveraged the reach and credibility of TV chef Juliet Sear. Chosen for her relevance across the board, Juliet, a high energy mum with an infectious personality and down to earth recipes, resonated with our target audience to authentically communicate the campaign message.
- Consistent Messaging: Maintained a cohesive ‘B Energised’ theme across all channels to reinforce the central message.
- Nationwide Focus: Strategically targeted grocery shoppers nationwide, capturing a broad audience while skewing towards younger consumers.
6. Challenges and Overcoming Obstacles:
- Seasonal Dip in Sales: Faced the inherent challenge of addressing a drop in summer sales by emphasising the relevancy of mushrooms during the season.
- Channel Coordination: Ensured seamless coordination and integration across diverse channels, overcoming logistical complexities.
- Youth Engagement: Successfully engaged a younger consumer audience by tailoring content to align with their preferences and lifestyle.
Video for ‘B Energised’ Summer Campaign
