This year, the Mushroom Bureau PR campaign aims to raise awareness of mushrooms and their versatility around the Chinese New Year celebrations, which run from February 7 to 21. The bureau has commissioned Saturday Kitchen chef Ching-He Huang to front the campaign, as well as produce a selection of mushroom orientated recipes for the Chinese New Year.
The bureau has also designed a series of on-pack stickers that highlight mushrooms as an ideal ingredient for the Chinese New Year to consumers, along with a reference to the Mushroom Bureau’s website, which will be distributed to retailers for use during the Chinese New Year period.
Organised by Wendy Akers Public Relations, the PR activity will be promoted through the Mushroom Bureau’s website, www.mushrooms-uk.com, an e-newsletter to registered users and the consumer media.
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