The Mushroom Council has introduced the Mushroom Marketer’s Toolkit, a turnkey resource designed to help grocery retail personnel from headquarters to in-store teams drive mushroom sales and shopper engagement. The kit consolidates merchandising guidance, creative assets and in-store tools retailers need to help increase sales and repeat purchases, especially among millennial and Gen Z mushroom shoppers, according to the council.
What’s Inside the Mushroom Marketer’s Toolkit
The Mushroom Council says features include:
- Shopper insights — Learn the strategy driving the Mushroom Council’s bold consumer marketing approach.
- Point-of-sale signage — Access ready-to-print artwork, including shelf-talkers for each mushroom variety.
- Merchandising best practices — Print backroom posters with education on handling and merchandising for the optimal at-shelf experience.
- Shopper-facing creative assets — Download “It’s Not Magic. It’s Mushrooms.” campaign artwork, recipe videos, social media posts and other content and customizable templates to drive engagement both in-store and online.
- Campaign calendar — Learn the details of the “It’s Not Magic. It’s Mushrooms.” campaign; follow links to influencer content to make it easy to share the Mushroom Council’s star-powered campaign on channels including Instagram, TikTok and YouTube.
The Mushroom Marketer’s Toolkit is designed to extend the reach of the Mushroom Council’s “It’s Not Magic. It’s Mushrooms.” star-powered campaign platform, which includes celebrity spokespersons and influential content creators promoting mushrooms across a range of platforms, including streaming TV, streaming music, podcasts and digital and social media.
Targeting millennial and Gen Z shoppers specifically, the campaign positions mushrooms as a delicious, convenient meal solution with impressive functional benefits and drives them into stores with mushrooms on their shopping lists. The toolkit provides retailers with the in-store assets and execution guidance needed to translate campaign-driven interest into the final point-of-purchase conversion, connecting shopper intent to product on shelf.
“We created the Mushroom Marketer’s Toolkit to give retailers practical, turnkey resources that make it easier to help grow mushroom sales at the store level,” says Cristie Mather, vice president of marketing for the Mushroom Council. “By aligning with the ‘It’s Not Magic. It’s Mushrooms.’ platform, this toolkit assists produce teams in converting millennial and Gen Z shopper interest into real purchase behavior through compelling merchandising, ready-to-use creative assets and frontline training.”
The Mushroom Marketer’s Toolkit is available now to produce teams and merchandising partners. Hosted online and available 24/7, it will be regularly updated with new information and assets as the “It’s Not Magic. It’s Mushrooms.” campaign continues to roll out over time, according to the Mushroom Council.
In addition, the Mushroom Council is attending the Southeast Produce Council’s Southern Exposure conference, Feb. 26 to March 1, and will be available to provide a face-to-face walk-through of the toolkit on-site.
