The PR campaign is targeting women aged over 25 and includes a new website, www.mushroomsmakesense.com, which went live this month.
It also features mushroom recipes by the campaign's celebrity spokespeople — television chef Ed Baines and Richard Erhrlich, author of The Green Kitchen. These recipes will be featured in women's magazines and websites.
Stephen Allen of the Mushroom Bureau said: "The new campaign is all about communicating the health benefits, taste and versatility of mushrooms to consumers. We are really excited about launching this integrated campaign as it allows us to reach our target audience of women, aged 25 plus across a number of different platforms which we have not explored previously".
Their nutritional benefits are also being endorsed as dietician Juliette Kellow will be dishing out advice on the produce.
The campaign is being run by marketing agency Ruby, PR agency Sputnik Communications and media buying agency Initiative.
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