Create cooking content to support the re-brand of Australian Mushrooms in 2016. The content supported the key insight that Australians are choosing to add extra nutrition to their families’ favourite meals.
Client: Australian Mushrooms
Date: 2015 – 2018
Category: Recipes | Photography | Videography
The content created focussed on Australian favourites, that are made much healthier and/or 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.
As the project progressed, we worked with the Australian Mushrooms internal and agency teams to expand the content bank to include more than 40 concepts which were optimised into an inventory bank of more than 200 assets that continue to engage consumers to this day.
The program was amplified via Australian Mushrooms owned channels, editorial features coordinated by the PR team at Bite Communications, as well at the thousands of home cooks seeking daily cooking ideas on myfoodbook.com.au. The content was also further adapted to the fit criteria of consumer events such as the Sydney Royal Easter Show, Good Food & Wine show, industry events and more.
See the Recipes”...WMG and myfoodbook has worked with the mushroom industry for 3 years and the service they provide is completely unique and proves excellent value for money. It’s great to work with people who care about your brand, understand where it is heading and give you the tools to achieve your objectives. Extender ideas, everyday recipes that are on trend and real “content” for our marketing purposes, are key to our strategy and myfoodbook know how to provide polished content time and time again. They also provide an exceptional partnership approach to collaborating with to working with us too. We LOVE working with this team.
Monique EmmiMarketing Manager, Australian Mushrooms
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