DUBLIN, Calif. -- In response to the success of last year's in-store campaign, the Mushroom Council, based here, will launch a revival this week of its "Fresh Mushrooms, What A Good Idea!" advertisements on shopping carts across the country.
From now through June 18, more than 10,000 supermarkets will post images of mushroom-enhanced dishes on their shopping carts, along with suggestions and ideas for meals and answers to the "What's for dinner?" dilemma. According to Mushroom Council officials, the shopping cart ads reach consumers during their "purchase mode" and remind them to pick up some mushrooms for quick and easy addition to a meal.
"We're attempting to remind consumers that fresh mushrooms are a good way to make everyday meals special," said Bart Minor, president of the Mushroom Council.
Along with the cart ads, brochures featuring mushroom-laden recipes will be made available to produce managers who utilize the organization's campaign, said Minor, who added that the Council plans to make this specific campaign a yearly event as long as the reaction continues to be as positive as it was in 1999.
According to recent studies cited by the Council, 54% of all produce purchase decisions are made in-store, and 60% of shoppers who have seen signs advertising individual produce items say they've bought them as a result.
In the past, the Council has cross-merchandised its mushroom ads with retailers, such as a recent steak-and-mushroom campaign. Additional cross-merchandising opportunities are being pursued, and the Council is currently working with several potential retail partners on cart ads that would incorporate both mushrooms and various foods, such as meat, poultry, pasta and salad.
