Costa Group has consolidated its mushroom range from three brands into one, launching a new moniker Mush-Boom.
“Mush-Boom is an exciting departure from the status quo highlighting the fact that mushrooms are fun, quirky and full of goodness,” said Costa marketing and innovation manager Elisa Siliato on the rebrand.
“More and more consumers are seeking to reduce or replace meat in their diets and mushrooms are a terrific alternative, yet, traditionally, they have flown under the radar with the category largely unbranded.”
Costa Group, Australia’s largest horticultural company which supplies produce to supermarkets and other retailers across Australia, chose agency Principals to consolidate the branding.
Principals creative director Pip Ireland said Mush-Boom, together with a new tagline “Rescue your meals from boring”, aims to bring the ‘boom’ to mushrooms by creating a brand – and a name – full of personality that will stand out in a supermarket produce aisle.
“This was achieved by showcasing the mushroom’s diversity of use and flavour. The brand needed to appeal to both young and old, with research and insights helping to inform the bold new positioning.”
The Principals team then created a visual identity, custom packaging and point-of-sale materials, including characters that “turn mushrooms into superheroes”.
“Principals introduced a personality that appeals to customers and will inspire them to get cooking,” said Siliato.
The new branding will appear on a website featuring recipes and promoting nutritional information about mushrooms.