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.

Strategy:

• 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

Campaign

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.

Results

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

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