This document summarizes a case study presentation about the "Power of Mushrooms" campaign by Australian Mushroom Growers. It discusses the campaign's ownership, operating model, products, purpose, genre, form and style, content, processes for getting in touch with audiences, and target demographics of age, gender, lifestyle, and spending power. The operating model uses word of mouth and talks to promote mushrooms. The campaign aims to promote healthy lifestyles by providing recipes and health/nutrition facts about mushrooms on its website. It uses various social media and competitions to engage with audiences nationally in a friendly, upbeat manner.

1. Presentation of Case Study
Shelby Lucier

2. Ownership
• Australian Mushroom Growers

3. Operating Model
• Operating models, defined
• In its simplest form, an operating model dictates where
and how the critical work gets done across a company. It
serves as the vital link between a company’s strategy and
the detailed organization design that it puts in place to
deliver on the strategy. But what the snack food producer
and so many other consumer goods companies have
learned is that it’s necessary to define a consistent and
appropriate operating model before making detailed
changes to an organization’s design.
• The operating model for ‘Power of Mushrooms’
campaign is simply that they use the word of mouth and
they give talks on what their campaign is about.

4. Operating Model

5. Products
• Recipes using mushrooms, encouraging the
audience to include mushrooms in their diets
• Health and nutrition facts given on their
website educating the audience about how
mushrooms are beneficial to their lives

6. Products

7. What is the campaign’s purpose?
• To try and promote healthy life style for the
audience. They include on their website many
health and nutrition facts and ways to fit their
facts into the audiences’ lives.

8. What is the campaign’s genre?
• The genre of the campaign is health and
nutrition.

9. What is the campaign’s form & style?
• The form and style of the campaign is health
benefits. It’s market wide, all over Australia,
meaning it’s national. It’s form is mainly social
media, giving it a very up-to-date status and it
has a friendly approach making it look happy
and healthy, just like its promotions.

10. What is the campaign’s content?

11. What is the campaign’s process?
• The campaign has a lot of different processes in
terms of getting in touch with the audience.
• They have little competitions (a current one is
called ‘Eat Post Win’) which is highlighting their
technique of getting in touch with the audience
and having the audience share their experiences
and how they have helped them with their life.

12. What is the campaign’s process?
• They also have a variety of different social
networks that they are involved with and that
they use to get in touch with people.

13. How the campaign get in touch
• As I stated earlier, the campaign use a lot of
different ways to get in touch with their
audience; such as social media networks.
• It is important to connect with your range of
audience; such as age, gender, lifestyle and
spending power.

14. Age
• The age range is pointed at a stereotypical guess
that the campaign has t0 make when designing
their adverts and websites. It’s having a target
audience.
• Stereotypically speaking, the ‘Power of
Mushrooms’ campaign could be pointed at
people the age of around 20’s to mid 30’s, as
that’s the age group when people start learning
to cook for themselves, their families and/or
caring more about their diets.

15. Gender
• The gender is also based on a stereotypical guess
that the company just has to make. It could also be
assumed that the person starting the campaign was
a certain gender because of what the campaign is
about.
• STEREOTYPICALLY SPEAKING, the target
audience’s gender would mostly be female, as
females are known for being more self-aware about
their diets and their weight. The campaign
demonstrates many different diet techniques and
recipes to use if you want to slim down or just have a
healthy lifestyle.

16. Lifestyle & Spending Power
• With lifestyles, it’s easy to assume that the target
audience they are trying to approach is a
younger age group.
• University students tend to start cooking for
themselves when they set off from home. The
campaign are promoting different, easy and
delicious recipes that people could use to have a
more healthy and balanced diet that is also
affordable.