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Australian Mushroom Growers Association

Acquisition, Education and Amplification



The AMGA is a non-profit, member-based organisation, and has represented the interests of the mushroom industry for over 60 years.


To create a focused Foodservice program that promotes the inclusion of Australian Mushrooms in Australian cafes.


Scope of works:

• Paid Social Strategy, Creative, Build & Execution

• EDM Strategy, Creative, Build & Execution

• Campaign Amplification

• Community Management

• Social Outreach

• Prize Management

• Surveys & Questionnaires

• Terms & Conditions

Major wins:

• Our paid ads were seen almost 2 million times

• Competition entries exceed KPIs across 2 x competitions

• EDM Open Rate smashed industry standards

• We instagram direct messaged 17.5% of all Australian cafes!

• We amplified the foodservice campaign by introducing a consumer element

• We engaged with both consumers & foodservice, and created a highly targeted & highly engaged database


Influencer Management

An influencer campaign was run across TikTok and Instagram, with the aim to generate awareness for National Mushroom Day.

A variety of micro-influencers were chosen based on their following, engagement rate and content style.

Budget for this campaign was small, and the campaign was briefed on a very tight deadline.

Despite these hurdles, we saw positive comments on all influencer posts, and an uptake in website visits and branded hashtag use on the day.