Mushroom Council

FLM Harvest

FLM Harvest worked with the Mushroom Council® to launch the Blended Burger Project® in 2015, which involved advocating blending meat with mushrooms. The five-year plan started with promoting The Blend™ primarily among foodservice, schools and corporate cafeterias. In year five, the strategy shifted its focus from chef to shelf and began encouraging people to enjoy the benefits of The Blend at home.

This shift challenged our team to deliver a bold digital campaign that was disruptive, thumb-stopping and completely different than what commodity boards typically produce.