DUBLIN, CA: Edelman has won a $3 million account to make the public a little less afraid of mushrooms.
The Mushroom Council, the marketing arm of the US mushroom industry, picked Edelman as its AOR to educate a public that is often wary of how to buy, handle, and cook mushrooms, said Bart Minor, president and CEO of the organization. The Council represents both mushroom growers and importers.
"Mushrooms are out of sight, out of mind," said Minor. We're not like apples or tomatoes or beef. We're not a staple, or a center of the plate item. We're an add-on. So people aren't as sure how to use mushrooms."
The Council last worked with an agency -- Lewis & Neale -- five years ago. Since that relationship ended, the Council watched mushrooms sales flatten, and decided it was time to wake up the public about mushrooms.
The account, which Edelman pitched with sales promotion agency Seismicom, will focus not just on the consumers, but also retailers and the food service industry.
In addition to educating these audiences about how to buy and cook mushrooms, Edelman will also focus on mushrooms' nutritional story, which has also gone unnoticed, said Edelman SVP Susan Hughes.