• by Fern Siegel , June 11, 2024

The Mellow Mushroom pizza chain just turned 50. And to celebrate its half-century, the brand launched its biggest ad campaign to date.

Cultural marketing agency 160/90 produced the creative. The campaign comprises nine spots running across CTV and social platforms through October in the regional markets where the company operates. There is also a site landing page.

Leaning into Mellow Mushroom’s funky '70s origins and brand line, “A Higher Order of Pizza,” 160/90 focused on the pizza's ingredients, tie-died in-store atmosphere, dine-in and takeaway options.

Anderson Bradshaw, senior vice president of video production at 160/90, said: “We wanted the campaign to remind the audience that pizza is — and should be — fun, and no brand understands that better than Mellow Mushroom.”

Mellow Mushroom has been serving stone-baked pizzas since 1974. It has 160+ locations across 16 states, including Florida, Georgia, Texas, Arizona, North Carolina and Ohio. Its menu of hand-tossed, stone-baked pizzas also includes calzones and hoagies. The Mellow Mushroom bar serves specialty Liquid Karma cocktails, mocktails, wine and local beers.

“For our milestone anniversary, we saw an opportunity to use new creative content to create meaningful connections with our existing guests and introduce our refreshed brand to new audiences,” said Anne Mejia, senior vice president brand development, Mellow Mushroom.

“160/90 understood the need for the campaign to elicit an emotional response and truly delivered on our goal of bringing together our brand’s key tenants of pizza, people and passion,” she added.

160/90 work includes AB InBev, Audi, DP World, Marriott International, USAA and Visa. The agency is part of Endeavor.