Mushroom Loyalist

The Mushroom Loyalists Ad Campaign

The Mushroom Council® will target its most loyal shoppers in an all-new multimedia advertising campaign aimed at encouraging those who already love mushrooms to purchase even more.

When will it run: March to August 2024.

Who is it targeting: According to Circana research completed in 2022, heavy mushroom buyers skew older with the majority being Baby Boomer and Gen X shoppers; these buyers account for almost 75% of all mushroom dollar sales and 68% of all mushroom purchases.

Key messaging: Messaging that illustrates fresh mushrooms’ crave-ability with a  heavy focus on mushrooms’ distinctive flavor, tied to an array of delicious on-trend recipes that meet shoppers’ needs for quick and easy meals.

Ad Delivery: The Council is collaborating with Catalina to utilize shopper data-informed Advertising; Chicory for contextual recipe advertisements; streaming television and YouTube ads; and social media and search engine ads.

Below you will find recipes, photography, promotional materials, and other resources to help mirror the Council’s ad campaign.

Digital Ads

Static and animated ads that drive home key messaging. Connect with media outlets and retailers to add to their marketing, or add to your own emails and websites.

Streaming Ads

Available for your use on social media or on your website, or to place your own streaming advertisements.

Targeting Resource

A guide for the Industry so brands can use the same ad targeting.

Quick and Easy Recipes

Access newly developed quick and easy recipes and photography to host on your own website, link to on social media, create recipe cards for retail partners, and more.

Lifestyle Images

Lifestyle photography focuses on portraying a relatable and aspirational way of adding mushrooms to your everyday meals. Use these images in your own marketing materials, social media graphics, posters and more!

Press Releases

Find our past and present press releases distributed by the Mushroom Council.

AMI Resources

The American Mushroom Institute (AMI) is a trade association representing the growers, processors and marketers of mushrooms in the United States. Find resources on growing, health and safety, regulatory issues and much more on their website.