Australian Mushroom Growers Association and ARN Regional

To inspire locals to cook more mushrooms at home, in restaurants and cafes, after sampling some great mushroom recipes.

The Brand

Australian Mushroom Growers Association

The Media Owner

ARN

The Challenge

To create a “hyper local” event for local regionals, providing sampling and promotions for Australian Mushrooms.

The Objective

To reach as many locals as possible, to sample some great mushroom recipes and ultimately inspire locals to cook more mushrooms at home and in their restaurants and cafes.

The Strategy

Across a one month period, alongside an on-air commercial campaign, ARN delivered 4 activations across 1029 Hot Tomato, 3BA, Power 94.9 and Star 106.3 tailored to their local markets.

We gave away hundreds of mushroom samples (deep fried stuffed mushrooms anyone?) with thousands of mushies, activated by our local promotions teams. We had two ex-MasterChef contestants & some local chefs on the grill to whip up the delicious samples for us.

The aim of the campaign was to get people sampling the “Mighty Mushie” and really getting the message out to our local audiences. Feedback we had was it was some of the biggest turnout they had seen in the event spaces, with people waiting in line to get their samples; so we really felt that our local teams really brought this campaign to life in each region.

The Insight

As a direct result of the pandemic, we are seeing changes to the way regional audiences consume food. 59% of regional audiences are seeking our healthier options and would like to see more support for local farmers and use of local produce; providing Australian Mushroom Growers Association a prime opportunity to reach our engaged audience via local activations with ARN Regional’s Stations.

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Don’t miss any of the action. The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.