Mellow Mushroom unveiled its most recent promotion Monday, and it’s a work of art.
In fact, the full-service brand’s campaign is thousands of works of art, including artist-produced animated Zoom backgrounds, clothing patches, pins and T-shirts to 10 custom artist-produced garden gnomes. Altogether 13 artists, some from as far away as Australia, produced 5,800 pieces.
Anne Mejia, vice president of brand development for Mellow Mushroom’s parent company, Atlanta-based Home Grown Industries of Georgia, said the Art of Mellow sweepstakes promotion, which started Monday, runs through Jan. 3 and fits into the brand’s positioning.
“We like to say with this campaign that there’s art with every order,” Mejia said. The sweepstakes will be promoted in new spaces for the brand, including Pinterest, and broader use of YouTube, she said, as well as Facebook and Instagram.
“Creativity, design and art have always been part of the Mellow Mushroom dining experience,” Mejia said, and the new promotion helps customers create that experience away from the restaurants.
“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,” Mejia said in a statement. “With more people dining at home right now, we want to bring the complete Mellow experience to our guests wherever they are.”
The Art of Mellow sweepstakes helps Mellow Mushroom promote its recent launch a new online ordering website and online ordering system from Olo.
The company said the new Olo system uses more visual displays and showcases the core Mellow Mushroom menu of salads, pizzas, hoagies and desserts as well as its “art-centric restaurant design.”
The previous online ordering took a minimum of 16 keystrokes, the company noted, and the new platform lets guests complete an order in as few as four keystrokes.
At check out from online ordering, “everyone will be prompted to enter into the contest” and they will be notified by text, Mejia said. They also get a free piece of digital art in that
“If someone is unable to enter, they can always send us a post card,” she said. Some of the art is displayed at a micro-website, the ArtOfMellow.com
Besides Zoom backgrounds, digital gifts include Instagram and Snapchat filters and wallpapers. The art prizes are randomly awarded, and participants can enter up to 12 times during the sweepstakes period.
The creative agency Fitzco developed the campaign for Mellow Mushroom.
Mellow Mushroom, founded in Atlanta in 1974, has 128 restaurants in 21 states.
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