Mellow Mushroom is taking its higher order of pizza and its in-store psychedelic eating experience and turning it into a new advertising campaign called the Art of Mellow. Launching on October 26, every guest who orders online from Mellow Mushroom and each person who mails in a postcard can enter a sweepstakes to win a piece of signature art commissioned exclusively for the Art of Mellow campaign from 13 contemporary artists (subject to eligibility requirements).
Those who opt-in to participate will be notified via text. Each sweepstakes entry receives a digital gift that is perfect for Zoom backgrounds, Instagram and Snapchat filters, wallpapers, and more. Each entrant is also entered into a sweepstakes to win physical art objects, including t-shirts, pullovers, stickers, coasters, limited edition prints, and other wearable and displayable art.
The sweepstakes will run until January 3, 2021, and guests are invited to opt-in when placing an order through the restaurant’s upgraded online ordering system or with no purchase via a mail in entry request. The art prizes are randomly awarded, and participants can enter up to 12 times during the sweepstakes period.
“Creativity, design and art have always been part of the Mellow Mushroom dining experience,” says Anne Mejia, Vice President Brand Development. “Not only does this new campaign celebrate global artists, but it brings Mellow Mushroom out of the stores and into customers’ phones to be a part of their everyday lives. With more people dining at home right now, we want to bring the complete Mellow experience to our guests wherever they are.”
Ninety-eight percent of Mellow Mushroom restaurants are locally owned and operated and all Mellow Mushroom locations feature artwork by local artists.
The Art of Mellow sweepstakes begins just after Mellow Mushroom launched its new online ordering website and online ordering system from Olo. The new Olo system uses more visual displays and showcases the core Mellow Mushroom menu of Munchies, Salads, Pizzas, Hoagies, and Desserts, as well as the company’s rich culture, including its art-centric restaurant design aesthetic. Previously, ordering online at Mellow Mushroom took a minimum of 16 keystrokes. On the new platform guests can complete an order in as few as four keystrokes.
“The new technology is also more accurate, and mobile friendly,” says Mejia. “And it has already increased mobile delivery and takeout sales and customer satisfaction.”
Fitzco, a full-service, independent creative agency, developed the campaign for Mellow Mushroom. Mellow will drive engagement for the program across social and digital outlets, including Pinterest, YouTube, Facebook and Instagram, as well as through programmatic display and search. Visual arts, food and drink and cultural enthusiasts will be targeted. Video and static concepts will feature original art from the campaign alongside Mellow’s signature pizzas. Starting October 26, ads will run in market until the first week of January 2021.
News and information presented in this release has not been corroborated by FSR, Food News Media, or Journalistic, Inc.