Thinkerbell Brings the 'Mmmmm' Back to Mushrooms

Australian Mushrooms (Hort Innovation) has launched a new brand platform that positions them as the main attraction on the plate and bringing more Mmmmm to every meal.

Creatively, MMMMMushrooms - a visceral sound of deep satisfaction - brings the strategy to life via a range of witty headlines and art direction including “Mmmmmushrooms with a side of steak”. Other headlines also flipped and challenged the perceived hierarchy on the plate, like “Mmmmmushrooms with those long noodly things”. These same witty headlines and art direction have been translated to film.

The updated brand look and feel has been translated to the Australian Mushrooms packaging, which can now be found at most supermarkets and fresh food retailers across Australia. It’s also appearing at all horticulture conferences nation-wide.

The Mmmmm platform also paves the way for a new way to enjoy mushrooms. Thinkerbell and Australian Mushrooms took the iconic brown mushroom paper bag and invented a whole new fun way of cooking mushrooms….Shaker Bag Mushrooms.

Creating four recipes including Mexican Chilli Con Carne, Smoky BBQ Brisket, Caesar Salad and Greek Souvlaki, all home cooks and families need to do is buy their mushrooms at their nearest retailer in the iconic brown mushroom paper bag, pick a recipe, create a spice mix using common pantry staples and spices, throw in the mushrooms whole or sliced….and shake more Mmmmm into your meals. 

Victoria Zourkas, senior brand manager, Hort Innovation said, “The humble mushroom bag has been found in supermarkets for decades, helping to keep mushrooms fresher for longer. But now, we’re shaking things up. We’ve transformed them into the latest culinary trend, the Mushroom Shaker Bag - a deliciously simple way to season Australian Mushrooms this summer.”

Paul Swann, chief creative tinker, Thinkerbell said, “The tongue-in-cheek campaign playfully diminishes the role of meat to hero the depth of delicious flavour of Australian Mushrooms and their versatility in recipes.”

Enjoy Australian mushrooms, mmmmmm.