Celebrity chef Jean-Christophe Novelli, TV Masterchef presenter and greengrocer Gregg Wallace, and leading cook and food writer Sophie Conran have all been signed up to front the Mushroom Bureau’s summer PR campaign - Love Mushrooms.
The campaign will look at why so many people love mushrooms, undertaking further consumer research into eating attitudes.
Chairman of the Mushroom Bureau Andrew Middlebrook said: “In the past couple of years, we have concentrated on key health messages and emerging scientific research, which has elevated mushrooms to superfood status. This is still going to be a major part of the PR activity, but we are now going to concentrate on the unique taste of mushrooms, which is why consumers love them so much.
“We have received fantastic publicity by using celebrities in the past, and we aim to generate even more consumer awareness with this new activity.”
A series of Love Mushrooms recipes will be developed, which will be used in a media relations campaign. The newly re-launched website will be regularly updated with new information, recipes and competitions.
A key focus will be to continue to promote the versatility of mushrooms, highlighting summer recipes for salads, barbecues, pastas and quiches - to boost mushroom sales in the summer months.
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