By Egotist / /
FLM Harvest is using two turntables and a bunch of mushrooms to encourage home cooks to make their burgers a bit healthier and a lot more delicious.
The Minneapolis agency recently launched the “Remix Your Recipe” digital campaign for client The Mushroom Council, encouraging consumers to rethink traditional burger recipes by blending meat with chopped fresh mushrooms.
The campaign features YouTube pre-roll ads featuring animated DJ turntables spinning burgers on the platters. Over pulsating EDM, vocals declare “Ju-ju-ju-ju-just add ‘shrooms!” as criminis cascade down the screen. The ad closes with a call to action to visit the Mushroom Council’s site at Blenditarian.com, where a new campaign webpage – blenditarian.com/remix – guides followers to blended recipes and additional information.
A second YouTube pre-roll ad blasts shots of a drool-worthy burger and mushrooms over more EDM with the singer reminding viewers and listeners to “Leave room for ‘shrooms.” The campaign also features complementary banner ads running on targeted sites.
“Remix Your Recipe” is the first national consumer ad campaign for the Mushroom Council’s ongoing blended burger promotion. For several years, FLM Harvest and the Council – which represents the nation’s fresh mushroom producers – have focused on the foodservice segment. With The Blend™ currently on menus nationwide, the Council is pivoting its marketing focus to home cooks.
“We wanted to kick off what will be a year-long consumer marketing effort with a bold, disruptive and – yeah – kind of loud campaign to draw people into blending,” said Matt Lunneborg, SVP Creative Lead at FLM Harvest.
“It’s not common to see EDM, turntables and animation connected to a healthy ingredient in your produce aisle,” Lunneborg added. “But, blending burgers with mushrooms is a lot like a DJ remixing a song. You’re taking something great and making it even better. We’re excited to launch this program and hope it helps drive even more mushroom sales for growers.”