How to Cook Mushrooms by Haygarth

Overview and Objectives

Research revealed that many people dislike mushrooms because they can have a rubbery or slimy texture. However, this perception is a result of not cooking mushrooms properly. Our challenge was to create a consumer facing campaign to educate 25-34 women on how to cook mushrooms properly, unleashing their full flavour.

Insight and Strategy

In order to seal in the moisture and ensure mushrooms are consumed at their best, they must be cooked in a very hot pan. By doing so, mushrooms are fried rather than stewed and remain crispy, not rubbery, to make them taste delicious.


• Utilise high profile celebrity chef to secure media interest
• Create bespoke mushroom recipes and engaging webcast that demonstrate the proper cooking skills to guarantee message delivery
• Target high dwell media for depth of message


Haygarth recruited Simon Rimmer, co-presenter of BBC2’s cookery programme Something for the Weekend, to be the face of the campaign and worked closely with Simon, to create three mushroom recipes showing the correct method for cooking mushrooms.

Bespoke recipe photography was created to bring these to life, as well as recipe webcasts featuring Simon Rimmer demonstrating the recipes.

Haygarth also offered interviews with Simon Rimmer to top radio stations, as well as press and online interviews. Top tier media were further targeted with bespoke hampers. All activity was underpinned by a trade release to ensure activity gained cut-through with key trade contacts and buyers.


The campaign was a huge success and Simon Rimmer was a great fit for the campaign messages, generating quality coverage for Monaghan Mushrooms.

• A total of 90 pieces of coverage were achieved across press, broadcast and online
• Total reach of more than 19 million
• Reach was boosted by coverage in a number of high readership national publications, including the Independent (688,000) and the Daily Star (941,000)
• Recipe and interview coverage was secured across a range of women’s lifestyle media, including Closer, Full House, Hello and Now

Think before you print! Save energy and paper! Do you really need to print this page?
Fee Income
Drag here
  • This field should only be completed by the individual with responsibility for your company's PRCA membership.
  • NB - Once you check the box to the left of this field and click update this figure is fixed for the entire year.
  • Fee income is defined as fees or income arising from time spent on carrying out public relations consultancy work plus any mark up and any handling charges or profits made on disbursement or expenses.
  • This figure
    1. will be used to calculate your membership subscription fee for 2009
    2. will be published on the PRCA website and in the yearbook.
  • This figure must include the fees from any subsidiary companies but not associated companies (see below).
  • If you are bound by Sarbanes-Oxley please select that accordingly, we will contact you individually about your fee income.
Holders of public office
Drag here
  • Please list any employees who hold any public office including members of House of Parliament, members of local authorities or of any statutory organisations or bodies who are full- or part part-time directors, partners, staff, special advisers or consultants retained by the consultancy
Subsidiary companies
Drag here
  • These companies are entitled to the same benefits as other PRCA members, they must abide by the PRCA Professional Charter and Codes of Conduct and their fee income must be included in the fee income field above.
Associated companies
Drag here
  • These companies are not included in your membership and as such do not benefit from PRCA member benefits. These companies are not covered by the PRCA professional charter.
Current clients
Drag here

The clients listed in this section are those which retain a consultancy on a continuing basis to deal with their public relations either in a specialised area or as a whole. One asterisk (*) against a client's name indicates that the consultancy has been retained by that client for three years; two asterisks (**) indicate that it has been retained for at least five years. Clients served on an ad-hoc basis are listed separately.

Adhoc clients
Drag here

Clients for whom you have undertaken work in the last twelve months on a project rather than a retained basis

Conflict of interest clients
Drag here

NB This will not appear as a separate list in the yearbook.