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