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The Blend

The Blend is an initiative by AMGA, the non-profit peak-industry body for the Australian mushroom industry. The Blend (mushroom + mince) is a simple cooking technique, perfect for anyone wanting to reduce their meat intake, without giving up the meaty dishes they know and love.
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It’s as easy as chop,

blend & cook!

Brief:

To create a consumer-focused digital campaign to promote the cooking concept of substituting minced meat for mushrooms. Mushrooms + Mince = The Blend.​

Campaign duration:
1 December 2022 – 31 March 2023

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Campaign structure

The key objectives of the campaign were education, data acquisition and to gain a better understanding of customer sentiment toward The Blend. To achieve this, the campaign was split into three phases:

1. Competition 1

A simple competition focusing on generating awareness about The Blend and data acquisition. The signup form included questions to gauge peoples’ knowledge and sentiment towards The Blend.

“Sign up for your chance to win 1 of 4 Weber Family Q Premium BBQs.”

2. Competition 2

A more complex competition focusing on awareness, education and building a loyal community.

“Blend, snap, and share. Make a dish using the blend technique and share on your social media channel(s) for your chance to win $10,000.”

3. Survey management

Surveys were sent out to everyone that had signed up during the campaign duration with the aim of gaining insights of entrants sentiment towards mushrooms and The Blend.

"Submit the survey for your chance to win 1 of 3 $500 Visa Gift Cards"

Scope of works:

• Campaign strategy

• Competition management

• Digital advertising

• EDM Strategy, creative, build & execution

• Website management

• Community management

• Survey management

• Graphic design & print management

• Terms & Conditions

Major wins: 

• Our ads were seen over 3.5 million times which meant we were able to educate people across Australia about The Blend

• We acquired 13,000 emails

• We created highly targeted and engaged database

• EDM open rate was 87% higher than the industry average

• We generated over half a million website views in 4 months

• Via TikTok and Instagram ads, we were able to reach a younger demographic - a major goal of the campaign. In fact, 44% of our impressions were from people 34

What Our Clients Say

Distil have been an absolute pleasure to work with. We have partnered with the team across multiple campaigns now and they continuously provide strong results every time. The Distil team are highly proactive when it comes to campaign management; driving strategy and optimising where needed. Our omni-channel campaigns require forward thinking and excellent time management, as multiple agencies (PR, media & digital) are often working on the same project, at the same time. Distil are always open, honest, and transparent throughout the process, providing clear suggestions where needed. I can not recommend working with them enough!

Leah Bramich, Relationship & General Manager, Australian Mushroom Growers Association


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