The Mushroom Bureau is responsible for the generic publicity of all fresh cultivated mushrooms sold in Britain.
The new publicity drive is planned for 2010. The Mushroom Bureau is planning an integrated campaign to include advertising, media planning and buying, with a heavy bias towards digital media, alongside traditional PR.
‘There has been a lot of information about the health benefits of mushrooms and we want to make sure that message is put across,' said a spokesman for the Mushroom Bureau.
The Mushroom Bureau curently uses Mustard Communications for PR. The agency ran the ‘Mushroom: magic ingredient for slimming' campaign in January 2009 to promote mushrooms as a low calorie alternative to meat and prompt people to think about diet and lifestyle.
The Mushroom Bureau is is funded voluntarily by mushroom growers.