Australian Mushrooms has launched a new brand platform, positioning itself as the main attraction on the plate.

The creatively named ‘MMMMMushrooms’ platform, a sound of deep satisfaction, includes witty headlines and art direction such as ‘MMMMMushrooms with a side of steak’ and ‘MMMMMushrooms with those long noodly things’. The work was undertaken by Thinkerbell.

The updated brand look and feel has been translated to Australian Mushrooms packaging, now available at most supermarkets and fresh food retailers across Australia.

The brand platform also introduces a new way to enjoy mushrooms, dubbed ‘Shaker Bag Mushrooms’. This involves buying mushrooms in the iconic brown mushroom paper bag, choosing a recipe, creating a spice mix using common pantry staples and spices, adding whole or sliced mushrooms, and shaking. Four recipes have been created for the Shaker Bag Mushrooms, including Mexican Chilli Con Carne, Smoky BBQ Brisket, Caesar Salad and Greek Souvlaki.

“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,” said Victoria Zourkas, Senior Brand Manager, Hort Innovation.

“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,” added Paul Swann, Chief Creative Tinker, Thinkerbell.

The campaign was created by Thinkerbell for Hort Innovation, the grower-owned, not-for-profit research and development corporation for Australian horticulture industry.