Promotional organisation The Mushroom Bureau has appointed McCann Erickson Manchester to a three-year-contract, worth over £1.8m

The agency has been tasked to raise awareness of the nutritional benefits of mushrooms, targeting 25 to 45 year-old-women, healthcare professionals and caterers.

The campaign will roll out across media, PR and online with a focus on re-establishing the role of mushrooms in the UK and promoting them as part of the Government’s five-a-day healthy eating targets.

Stephen Allen from The Mushroom Bureau, said: “We feel that McCann Manchester is a strong partner for us in this project because of its credentials in food, health and social marketing. Food continues to be at the top of the cultural agenda in the UK and there has been a significant shift in shopping behaviours in recent years.

“This campaign is a fantastic opportunity for us to communicate the health, taste and convenience benefits of mushrooms and to drive growth in the category in the UK.”

The account will be overseen by Simon Buchanan, managing partner at McCann Manchester and serviced by the new specialist food marketing division, McCann Peachy, which draws on the expertise of thirty people across the agency who have experience of working on marketing projects for food and drink brands.