REVENUE & AWARENESS GENERATING

Rediscovering Nature’s Hidden Treasure: Mushrooms

Client
The Mushroom Council

Duration
5 years

Role | Title
Customer Relationship Manager & PR Director | Executive Vice President

Agency
Edelman

Team
Cross-functional team of 20 across multiple offices

Challenge: Following a five-year marketing hiatus due to a lawsuit, the Mushroom Council needed to create awareness and increase sales of this polarizing vegetable.

Insight: Americans needed to be reminded how much they love mushrooms.

Execution:

  • Managed a fully integrated marketing program with a multi-million dollar budget for five years across consumer, social, digital, food service, and promotion

  • Supervised a cross-functional team of 20 people across multiple offices

  • Rebranded with a new logo, tagline, and website that engaged consumers and customers with the name and tag Fresh Mushrooms: Nature’s Hidden Treasure

  • Turned mushroom tills pink during October, National Breast Cancer Awareness Month, tying research that fresh mushrooms have cancer-fighting properties to a relevant social purpose, giving consumers more reason to purchase

  • Launched the Mushroom Council's social media channels

  • Developed the Mushroom Council Foodservice program, engaging major players to add mushrooms to their menus

Results:

  • Sales: An annual sales increase year over year

  • Visibility: Generated a 114% Increase in influencer awareness

  • Added purpose: Increased October mushroom sales 600% while raising public awareness of mushrooms’ health benefits in preventing breast cancer