The Mushroom Council’s new promotional campaign is here — designed to inspire the next generation of mushroom shoppers and fuel mushroom sales.

With fresh creative, expanded media investment, and a new focus on Millennial and Gen Z shoppers, this campaign is built to move light and medium mushroom consumers up the purchase ladder — turning occasional buyers into frequent, loyal fans.

Bring the It’s Not Magic. It’s Mushrooms. campaign to life in your stores with ready-to-use merchandising and marketing assets.

As a retailer, you’ll benefit from:

• High-impact marketing support across digital, social, and streaming platforms where today’s shoppers live.
• Culturally relevant content and recipes showcasing mushrooms’ everyday convenience, flavor, and functional benefits.
• Influencer partnerships with high-profile creators and celebrities to spark shopper excitement.
• Retail-ready activations that connect the national campaign directly to your stores.

Sign up to be one of the first to receive new campaign assets to bring It’s Not Magic. It’s Mushrooms. to life in your stores, as well as receive access the latest mushroom trends reports.