After signing a deal to become a presenting sponsor on the ACC Football Network, Mellow Mushroom (HQ in Atlanta) selected Charlotte ad agency BooneOakley to create a handful of video spots for both TV and online.
“I interviewed several agencies but ultimately selected BooneOakley because of their creative approach and enthusiasm towards the project. It was clear to me that they really understood us and would be capable of delivering that ‘breakthrough creative’ that every marketer wants,” Annica Kreider, VP of Brand Development at Mellow Mushroom told the Agenda.
Research showed the team that a significant portion of ACC viewers who were within Mellow Mushroom’s footprint (192 locations in 20 states) but unfamiliar with the brand.
“Mellow Mushroom is not a brand that creates or runs a lot of TV media,” explained Annica. The goal of the campaign is to introduce and convey Mellow Mushroom’s laid back attitude. This is Mellow Mushroom’s first-ever branding campaign and first-ever national TV buy.
In terms of the creative, BooneOakley owner and creative director David Oakley told the Agenda, “We noticed that a lot of pharmaceutical ads run during football games. We decided that if you can’t beat them, join them. So we treated Mellow Mushroom as a cure for hunger, thirst and more…”
The spots were filmed at the Asheville Mellow Mushroom where David Oakley self-reported the fact that “We consumed way more pizza and beer that we’d like to admit,” and that “the couple in the commercial is a real couple, but the doctor is not a real doctor.”
Below are two TV :30s, “ED,” “Cravings” – two TV :15s, “First Wife,” “Again and Again.” and four online shorts (:06s and :15s), “Symptoms,” “Again and Again,” “First Wife,” “Spinach.” The spots are running on the ACC Network, Youtube, Twitter, Facebook and Instagram.
CD: David Oakley
Copywriter: Mary Gross
Art Director: Eric Roch von Rochsburg
Producer: Laura George
Account team: Claire Oakley, Eliza Carney
Digital Director: Ashley Neel
Production Co: BLVD Films Charlotte
Director: Glen Owen
Editor: Chris Waldorf, Wondersmith