Mushrooms Complement Everything - Great Taste - Europe Grown

Mushrooms Complement Everything - Great Taste - Europe Grown is a programme aiming to highlight the healthy aspects, versatility and quality of mushrooms in the UK and Ireland, to increasetheir sales, and to help the product maintain market share against a set of competing vegetables that are mainly imported into the EU.The programme will run in two EU countries - the UK and Ireland. The strategy is to implement a three-year 'Mushrooms Complement Everything  - Great Taste - Europe Grown' programme that broadens the role of mushrooms in UK and Irish diets by surprising consumers about the health benefits of mushrooms and reinforcing their versatility and quality credentials. A market analysis has shown that the numbers of younger consumers buying mushrooms is in decline, while they are purchasing more imported vegetables. The 'Mushrooms Complement You - Great Taste - Europe Grown' programme will seek to develop key image statements.Key image statements:Mushrooms count as one of your 5-a-dayMushrooms are a very good way of adding taste to a simple dishMushrooms are a versatile ingredient that can be enjoyed in a wide range of mealsMushrooms have high standards of quality and traceabilityAt the end of Year 1 it is intended to have increased the percentage of people agreeing with each of the above statements by 3%-5% and by up to 15% by the end of Year 3. The 'Enjoy it's from Europe' logo will form an integral part of the campaign. At the end of Year 1 it is intended to haveincreased the recognition of the logo by 3%-5%, and by up to 15% by the end of Year 3. Achieving these objectives will result in an incremental increase in consumption of over 14565 tonnes during the 'Mushrooms Complement Everything - Great Taste - Europe Grown' programme. Following a detailed analysis of the media consumption habits of the target groups, three key actions have been identified to deliver a cost-efficient and cohesive programme of activity: Digital advertising, social media PR.http://www.bordbia.ie