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Client:Riverford
Title:The First of Us
#1 on r/TheLastOfUs
- Insight:
- Season one of ‘The Last of Us’ was the most wiki’d thing on the planet. On release, mushroom sales took a dip thanks to the reputational damage caused by cordyceps — the mushroom-like fungus responsible for the outbreak.
- Idea:
- Riverford had never found a way to talk about their peat-free mushrooms. So we hijacked the season 2 premiere with a giant mushroom billboard: “The First of Us — peat-free organic mushrooms that won’t eat your brains”.
- Results:
- The campaign became the number one trending topic on r/TheLastOfUs and ranked #5 across UK Reddit. It was picked up organically by meme pages and cultural commentators.