Create cooking content to support the re-brand of Australian Mushrooms. This content supported the insight that Australians are choosing to add extra nutrition to their families favourite meals. Therefore, this content was about creating Australian favourites, that are made much healthier and much tastier with the addition of mushrooms.
The initial phase of work, produced evergreen content for Australian Mushrooms. This collection responded to the brief of classic, popular family dinners, and provided ample opportunity to highlight the much healthier and much tastier messaging.
The core of the content, was created off the back of the insight that Australian families are increasingly conscious about nutrition in their meals. This translated into the recipe content with the notion that if ‘mum’ can just add mushrooms to a meal, she is creating something delicious and nutritious.
This scope included eight recipes, four of which had video content. The progran was amplified through the myfoodbook network and via Australianmushrooms.com.au. The content was also further adapted the fit criteria of consumer events such as the Sydney Royal Easter Show, in the form of a brochure.