Mushroom CouncilREMIX YOUR RECIPE CAMPAIGN
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.
Since nothing breathes new life into a classic like a remix, we put burgers on turntables and cranked up the electronic dance music. The “Remix Your Recipe” campaign features animated criminis cascading down the screen with vocals encouraging people to “Ju-ju-ju-ju-just add ‘shrooms!” and “Leave room for ‘shrooms!” to create tastier burgers.
In addition to an interactive landing page that includes tips on how to blend, health benefits and recipes, the integrated campaign consists of YouTube pre-roll videos, programmatic banner ads and social media posts strategically placed to target the tastebuds of flexitarian consumers.
In the first two months of launch, Remix Your Recipe has helped increase Blenditarian.com website traffic 211% over the previous year. Paid search is driving the highest conversion rates onsite with total visits and average page views per user are also up across the board. The YouTube pre-roll videos have consistently held a 50% view through rate to date, driving about 1% of total site traffic. With strong initial results, we’re excited to evaluate overall performance in October 2020.