Australian Mushrooms has released a fresh brand platform that spotlights the fungi’s star power on plates, via Thinkerbell.
The ‘MMMMMushrooms’ platform makes use of “a visceral sound of deep satisfaction” in addition to witty art visuals and headlines, such as “Mmmmmushrooms with those long noodly things” and “Mmmmmushrooms with a side of steak”.
The materials were also reworked for two 15-second films, with one featuring a vegetable skewer, and the other, focusing on a plate of steak.
“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,” said Thinkerbell’s chief creative tinker, Paul Swann.
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Australian Mushroom’s new platform also lends itself to an updated look for the brand, with the packaging viewable nationwide in most fresh food retail outlets and supermarkets, and horticulture conferences.
As part of its new platform, the brand collaborated with Thinkerbell on an initiative that offers mushroom lovers the chance to enjoy ‘Shaker Bag Mushrooms’. The bags are designed for consumers to fill them with mushrooms and a spice mix, and shake them up.
“The humble mushroom bag has been found in supermarkets for decades, helping to keep mushrooms fresher for longer,” added Hort Innovation’s senior brand manager, Victoria Zourkas.
“But now, we’re shaking things up. We’ve transformed them into the latest culinary trend, the Mushroom Shaker Bag – a deliciously simple way to season Australian Mushrooms this summer.”
Credits:
Client: Australian Mushrooms (Hort Innovation)
Creative, Earned, Owned, Paid: Thinkerbell
Audio: Eardrum
Recipe creation: Sarah Allchurch
Shaker Bags Kit: Design Biaccident