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.