Fern Britton becomes the new face of mushrooms in £2.4m Kindred campaign

Kindred is leading a three-year integrated campaign called 'Just Add Mushrooms' for the Mushrooms Bureau, as part of a £2.4m promotion part funded by the EU.

TV presenter Fern Britton has been announced as the latest celebrity mum to front the cookery campaign, with previous promoters including model Jodie Kidd, property guru Sarah Beeny and actress Nadia Sawalha, who launched the campaign in 2013.  
The Mushrooms Bureau is responsible for the publicity of all fresh mushrooms sold in the UK and Ireland.

'Just Add Mushrooms' is designed to encourage families across the UK and Ireland to cook more with fresh mushrooms.

Kindred is promoting the campaign via PR and social media, and across print and digital ads. The three-year campaign focuses on ‘Great British Breakfasts’ and ‘Great Irish Breakfasts’, across the UK and Ireland respectively.
In total the campaign represents an investment of more than £2.4m, with 50 per cent of funding supplied by members of the Mushrooms Bureau and the other half coming from the EU.
Britton initially rose to fame when she presented Ready Steady Cook.  

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