Client: The Mushroom Council
Title: Rediscovering Nature’s Hidden Treasure

Solution

• Managed a fully integrated marketing program with a multi-million dollar budget for five years across consumer, social, digital, food service, and promotion

• Supervised a cross-functional team of 20 people across multiple offices

• Rebranded with a new logo, tagline, and website that engaged consumers and customers with the name and tag Fresh Mushrooms: Nature’s Hidden Treasure

• Turned mushroom containers pink during October, National Breast Cancer Awareness Month, tying research that fresh mushrooms have cancer-fighting properties to a relevant social purpose, giving consumers more reason to purchase

• Launched the Mushroom Council's social media channels

• Developed the Mushroom Council Foodservice program, engaging major players to add mushrooms to their menus

Results

• Sales: Fresh mushrooms sales nationwide doubled from 2% to 4% 

• Visibility: Generated a 114% Increase in influencer awareness 

• Added purpose: Increased October mushroom sales 600% while raising public awareness of mushrooms’ health benefits in preventing breast cancer