Goodness Grown In
This Meadow Mushrooms campaign communicates the goodness New Zealanders feel from the inside out after eating mushrooms. In collaboration with Tuckshop, we created a series of 'bite-sized' (pun intended) stop motion videos covering a variety of topics; from seasonal meal ideas, to 'how-to's'... from health benefits to saute tips & tricks. The 10 x 6-second videos were quick, engaging pieces of content designed for social media, while the 2 x 15-second videos were intended for on-demand.
In conjunction with this video content, we launched a 2-phase influencer strategy in collaboration with OMD and Fuse. The first, a mushroom pesto dip created by food influencer, @my_kids_lick_the_bowl shared by other influencers including Hannah Laity and Daisy Dagg to name a few. "Meadow Mondays" was phase 2 where we had food influencers create their own mushroom-inspired recipes on Mondays. These ranged from mushroom porridge to mushroom tenders and everything in between.
Through Goodness Grown In, we were able to address the fear of failure consumers had around cooking confidently with mushrooms and give this small, dirty-looking fungi the recognition as a super-food it deserves.