37th Annual Marketing Excellence Award Winner: Highline Mushrooms

August 12, 2025 | 1 min to read

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Highline Mushrooms launched a bold rebrand and omnichannel marketing campaign, transforming their product identity. Utilizing Instagram giveaways, influencer content, and eye-catching retail displays, they aimed to generate excitement. The campaign kicked off at the IFPA Global Produce & Floral Show in October 2024, showcasing a new booth. Results included 500,000 digital impressions, a 60% increase in social engagement, an 18% rise in traffic to store locator pages, and up to a 23% boost in direct sales.

PROMOTION

Be Super: The Highline Mushrooms Rebrand & National Rollout Campaign

STRATEGY

Highline Mushrooms set out to shake up the industry with a bold rebrand and an omnichannel marketing approach that demanded attention in every aisle, ad and post. They didn’t just repackage mushrooms — they gave them a new identity. To drive consumer excitement, they planned a surge of content to coincide with the in-store rollout: Instagram giveaways to boost exposure and follower growth, influencer content timed to share recipes using Highline mushrooms, and bold reels and carousels showing off the new look and packaging benefits. To build excitement ahead of the launch, they kicked off pre-promotion at the IFPA Global Produce & Floral Show in October 2024 by unveiling a new trade show booth. At retail, they had eye-popping shelf strips, floor stickers, cold chain posters, and educational POS kits.

RESULTS

The campaign achieved 500,000 digital impressions; +60% MoM social engagement growth; +18% traffic to store locator pages, with direct sales lifts of up to 23% during geo-targeting promotions; and onboarded new retail partners.