Australian Mushrooms cite health and flavour in first campaign from TBWA Sydney

Fresh off announcing its appointment to the creative account for Hort Innovation, TBWA Sydney has released its first work for the client’s brand, Australian Mushrooms.

The ad highlights the health benefits of the ‘mighty mushroom’ and the different ways they can be prepared.

Group marketing manager, Samantha Parker, said the campaign needed to showcase how delicious mushrooms can be.

“Australians are becoming more and more health conscious, particularly with the rising popularity of flexitarian and plant-based lifestyles,” Parker said.

“As well as nutrition being a high priority, we know how important taste is too. The new campaign encourages consumers to add mushrooms more regularly to their meals in order to experience just how mighty they are – in both health and flavour.”

The campaign will be running across TV, online, out-of-home, social, digital, PR and retail. Australian chefs Darren Robertson, Julian Cincotta, Reynold Poernomo, Shannon Martinez, Jake Smyth and Kenny Graham have been enlisted to create a series of mushroom-based recipes that will appear on PR and social channels.

Stuart Tobin, creative director at TBWA Sydney, said: “We’re excited for the possibilities that the ‘Add the Mighty Mushie’ platform holds for the brand. In partnership with Hort Innovation, we look forward to bringing the transformative power of mushies into Australian households.”

The media buy and amplification was completed by Atomic 212, including partnerships with Seven, Ten and News Corp.

The campaign will run until the end of 2021.


Campaign: Add the Mighty Mushie

Client: Hort Innovation
Marketing Manager: Mariannel Azarcon
Group Marketing Manager: Samantha Parker
Assistant Brand Manager: Megan Yap
Marketing Special Project Lead: Nicola Schwendler
General Manager Marketing & International Trade: Justine Coates

Agency: TBWA Sydney
Production Company: Louis & Co
Director/Photographer: Jamie Macfadyen

Media Agency: Atomic212


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