The main attraction on the plate.
Australian Mushrooms has launched a new brand platform that positions them as the main attraction on the plate.
‘MMMMM’, brings the strategy to life via a range of headlines and art direction including ‘Mmmmmushrooms with a side of steak’ and ‘Mmmmmushrooms with those long noodly things’ which have also been translated to film.
The updated brand look and feel has been translated to the Australian Mushrooms packaging, which can now be found at most supermarkets and fresh food retailers and all horticulture conferences nation-wide.
Thinkerbell and Australian Mushrooms took the well-known brown mushroom paper bag and created Shaker Bag Mushrooms
Home cooks can choose from four recipes, including Mexican Chilli Con Carne, Smoky BBQ Brisket, Caesar Salad and Greek Souvlaki, create a spice mix using common pantry staples and spices, throw in the mushrooms whole or sliced.
Hort Innovation senior brand manager Victoria Zourkas said the “humble mushroom bag” has been helping to keep mushrooms fresher for longer for decades.
“We’ve transformed them into the latest culinary trend, the Mushroom Shaker Bag - a deliciously simple way to season Australian Mushrooms this summer,” she said.
Thinkerbell chief creative tinker Paul Swann said the tongue-in-cheek campaign playfully diminishes the role of meat to hero the depth of delicious flavour of Australian Mushrooms and their versatility in recipes.
Credits:
Client: Australian Mushrooms (Hort Innovation)
Creative, Earned, Owned, Paid: Thinkerbell
Audio: Eardrum
Recipe creation: Sarah Allchurch
Shaker Bags Kit: Design Biaccident
