Are mushrooms the new milk? June 10

Filed under I don't categorize by Zoe | 2 comments

Driving on the Gardiner, downtown Toronto, I see this huge billboard that looks similar to the title page of this website.

It appears that after a decade of successful milk ads, the Ontario Ministry of Agriculture decided to ride the bandwagon and start a mushroom campaign.

What confuses me is why mushrooms? Are they the most marketable of the veggies? Has there been a slow decline in sales? What kind of research went into picking which veggie to campaign? I would have hated to try to get the Brussels sprout to win, no chance there.

Seriously though, I am very curious to find out the methods that went into this decision. No successful campaign can get started without a lot of research and analysis put into it.

Hmmm…..I wonder what the tv ads will look like?

2 comments

  1. Brittany Stager Jun 11

    You Asked: “Are Mushrooms the New Milk?”
    Our Answer: We Wish!! Milk is promoted by the Dairy Farmers of Canada. Mushrooms are promoted by Mushrooms Canada. Both are associations who represent their members. In each case, OMAFRA may contribute funding to the generic promotion program. In fact, brussels sprouts have access to the same funding. So don’t be surprised to see Brussels Sprouts on that Billboard someday.

    As for research and analysis, it is time for mushrooms to shine in the spotlight. The British press have called mushrooms The New Superfood. This is because recent research reports that mushrooms contain a powerful anti-oxidant called ergothioneine, and mushroom extracts may have anti-cancer properties. More information on the health benefits of mushrooms can be found at http://www.mushrooms.ca.

    The Canadian mushroom market is stronger than ever. With Canada having such a great multi-cultural mix, mushrooms fit into any diet, offering Canadians the chance to enjoy mushrooms in any meal. Mushrooms also have the added benefit of being a local product, they are produced year round right here in Canada.

    No TV ads yet! But you might enjoy our radio commercial:
    http://www.mushrooms.ca/media/Mushrooms_Canada_Radio_Commercial.mp3

    Apparently, our billboard works!
    Thanks for Noticing!

    Brittany Stager
    Marketing Coordinator
    Mushrooms Canada

  2. Zoe Jun 11

    It really is the mushroom era and why not? All those health aspects and what an enchanting radio ad!

    I think this is a fabulous idea. Thanks for visiting Brittany.

Leave a reply