In 2023, the GEPC Promo (European Association of Mushrooms Growers) launched a 3-year, €5 million communication campaign co-financed by the European Commission to promote mushroom consumption in nine European countries: Belgium, France, Germany, Hungary, Ireland, Italy, The Netherlands, Poland, Spain.
The campaign targets millennials with and without children, a critical group for fruit and vegetable consumption. The overall objective: raise awareness about the positive aspects of European mushrooms, increase buying intention and consumption within the specific target group and boost sales. This campaign is not brand-oriented and aims to support all European mushroom growers and processors.
There are so many reasons to love them!
"Mushrooms offer a unique combination of versatility, flavour, and health benefits, aligning perfectly with the demand for natural, nutrient-dense ingredients. Embracing these trends, therefore, helps create products that not only meet the needs of a health-conscious generation but also stand out in a competitive market", says Paul Wilson, President of the European Group of Mushroom Growers. The creative approach of the campaign underlines their many positive aspects and presents mushrooms as a precious food. Sometimes forgotten or underestimated, it puts a spotlight on mushrooms as 'Hidden Gems' and communicates the various reasons to simply love mushrooms.
Consumers seek for inspiration and solutions
"Our independent research at the start of the campaign showed clearly that taste is the main purchase driver for the targets. In 2023, IPSOS conducted online research which found that recipe inspiration, tips and 'how to best cook' mushrooms were of most interest to the 3,600 respondents", explains Paul Wilson.
The culinary potential of mushrooms is therefore an essential communication pillar. A wide range of recipes created for the campaign shows the variety of applications. From umami-rich alternatives to meat to mushroom-based specialty dishes from various European countries - there is a mushroom solution for every taste.Comforting soups, salads, carpaccio or exquisite pastries, each country brings its own unique touch to the world of mushroom cuisine. This versatility is also highlighted by chefs and food influencers, inspiring the targets with simple cooking ideas to experiment with mushrooms in their kitchens.
Digital first - be where our targets are
The campaign is digital first as millennials are highly connected and search information and inspiration mainly on the internet. Due to this strong online affinity, an educational and entertaining website was created as the digital homebase of the campaign. On https://european-mushrooms.eu consumers can find all relevant informa- tion on European mushrooms in all nine campaign languages. The campaign is active as @europeanmu- shrooms on Instagram, Facebook, YouTube and TikTok to engage with the targets. Contests, videos showcasing simple recipes or visits to mushroom farms, facts and figures - the campaign's social networks offer rich and inspiring content to raise consumer's awareness on mushroom consumption all over the year.
Credible spokespersons all over Europe
Local press offices in each of the 9 participating countries are keeping journalists and influencers informed. A campaign ambassador is selected in each target country, along with content creators, food bloggers, influencers and media partners to spread trending content about the benefits of mushrooms all over Europe. In 2023, exciting experiential workshops and cooking challenges were held for food journalists and influencers to celebrate Mushrooms, the 'Hidden gems', in Barcelona, Madrid, Hamburg, Cologne, Milan and Paris.
High visibility and engagement
The results of the first year are overwhelmingly positive: The campaign has reached more than 54 million users on social media; more than 100 million impressions were achieved. The more than 650 000 interactions recorded show a high level of engagement from the target group with the con- tent shared throughout the campaign. Our campaign website registered 139 000 sessions, and the YouTube videos, posted in December 2023, have generated 3.9 million impressions for 2.7 million views in less than a month. Remarkable performances are also to be noted for the press offices in the nine countries. Overall, more than 123 million contacts were reached across Europe.
The success story will continue
"We are more than happy with the results of the first year of the campaign. It is a real pleasure to get so much engagement and feedback on social networks, and to see followers and mushroom fans from all over Europe enjoying the campaign. We believe this success story will continue. We're only just beginning to spread education and inspiration about the health benefits, eco-friendly production and culinary potential of mushrooms to millennials across Europe", concludes Paul Wilson.
