In 2017 a successful application to seek EU funding for a new €2m promotion campaign over three years in the UK and Ireland market was made. The new campaign will commence in 2018 and will focus on digital advertising and social media. The campaign titled ‘Mushrooms Complement Everything – Great Taste – Europe Grown’ is a promotions programme designed to highlight the health, versatility and quality of mushrooms, and maintain their market position against a set of competing vegetables mainly imported into the EU. In 2017 Bord Bia co-funded a campaign with the industry in UK and Ireland to maintain promotional activity in the market ahead of the new campaign commencing this year. That campaign activity was focused online, i.e. through digital and social media, and the campaign achieved 11 million impressions and resulted in 139,000 visits to the campaign website»¼✽
