Mushrooms Canada

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The Ask

Mushrooms Canada, the advocacy group behind Canada’s mushroom growers (the food kind, not the “magic” kind), brought us a very compelling headline and less compelling growth statistics. Why weren’t consumers adopting mushrooms as a mealtime mainstay? We attacked this conundrum like Super Mario on a speed run.

The Insight

Promoting mushrooms as a protein extender for ground meat was procedurally complicated, aesthetically bland, and not paying dividends for the client. But, with gorgeous food photography featuring mushrooms as an easy, healthy way to power up meals, we knew we could get mushroom-friendly consumers to enjoy them more often. Attach that to the COVID-propelled trend of eating for immunity, and you’ve got a recipe for growth.

The Execution

For this one, we went bold, like a sauteed portobello perched on a steak sauce-slathered 8oz all-beef patty hot off the grill. Vivid, food-friendly colours became the canvas for scrumptiously styled food photography — showing whole and sliced mushrooms — paired with simple, direct copy. We took our new look online to spruce up the existing website and put some punch into their social media.

We launched Mushrooms Canada’s first-ever contest, giving away branded swag, a recipe booklet created in-house, and things to make cooking with mushrooms fun & easy.