Role
Meredith worked as the Art Director / Creative on this campaign from start to finish. This was the pitch winning idea for TBWA x HORT Innovation.

Brief
Increase demand and purchase frequency by repositioning Mushrooms as a unique superfood staple for a variety meals. The transformative Meal Maker.

Idea
Mushrooms aren’t a fruit, vegetable or meat. They are an extraordinary ingredient with the power to transform everyday meals into anything but.

We used the metaphor of alchemical transformation to bring this to life.