Mushroom Council Research and Promotion Board
August 11, 2026 | 1 min to read
SHORT BIO
PROMOTION
It’s Not Magic. It’s Mushrooms.
STRATEGY
In 2026, the Mushroom Council launched a new marketing platform and tagline, “It’s Not Magic. It’s Mushrooms.”, aimed at attracting the next generation of mushroom shoppers and driving long-term category growth. Developed with direct input from a marketing task force of mushroom industry leaders, the platform addresses a new target audience of emerging consumers: current light and medium mushroom shoppers whose profiles skew younger to Millennial and Gen Z. The goal is to move these consumers up the purchase-frequency ladder toward heavy mushroom shoppers. The Mushroom Council deployed more consumer ad dollars than ever before across digital, social, and streaming channels to drive trial, repeat purchase, and long-term category growth.
RESULTS
Between Jan. 1 and May 31, 2026: 66 million total campaign impressions across streaming TV, streaming audio, social media, creator/influencer content, podcast ads, digital advertising, and search engine advertising; 1.24 million engagements; 1.1 million website visits to MushroomCouncil.com; 16.1% increase in average spend on mushrooms in stores with signage featuring Matty Matheson; and 11% lift in favorability of mushrooms among Millennial and Gen Z shoppers exposed to ads.
PROMOTION
It’s Not Magic. It’s Mushrooms.
STRATEGY
In 2026, the Mushroom Council launched a new marketing platform and tagline, “It’s Not Magic. It’s Mushrooms.”, aimed at attracting the next generation of mushroom shoppers and driving long-term category growth. Developed with direct input from a marketing task force of mushroom industry leaders, the platform addresses a new target audience of emerging consumers: current light and medium mushroom shoppers whose profiles skew younger to Millennial and Gen Z. The goal is to move these consumers up the purchase-frequency ladder toward heavy mushroom shoppers. The Mushroom Council deployed more consumer ad dollars than ever before across digital, social, and streaming channels to drive trial, repeat purchase, and long-term category growth.
RESULTS
Between Jan. 1 and May 31, 2026: 66 million total campaign impressions across streaming TV, streaming audio, social media, creator/influencer content, podcast ads, digital advertising, and search engine advertising; 1.24 million engagements; 1.1 million website visits to MushroomCouncil.com; 16.1% increase in average spend on mushrooms in stores with signage featuring Matty Matheson; and 11% lift in favorability of mushrooms among Millennial and Gen Z shoppers exposed to ads.
NOMINEES
