• by Fern Siegel , 7 hours ago

Founded in 1974 as a trippy pizza restaurant near Georgia Tech, Mellow Mushroom now has 160 locations across 17 states. Its latest campaign by Poke The Bear, “The Sandwich Reimagined,” launches April 28. It highlights the new offerings, which initially appear across 10 restaurants.

The menu is set to go nationwide later this year.

The integrated campaign will roll out across digital, social, print, OOH and in-restaurant channels in the same hippie-like spirit the brand represents.

“We jumped at the chance to partner with such an iconic, irreverent brand. Mellow Mushroom felt like a perfect fit for us and our strong restaurant track record,” said Bill Milkereit, co-founder of Poke The Bear. “Mellow Mushroom has built a one-of-a-kind identity and a fiercely loyal fanbase. As the brand continues to grow across the U.S., this new campaign honors Mellow’s counter-culture legacy, while introducing an updated look and personality to a new generation of fans.&rdquo

“Launching new menu items is always a big moment for us, and these sandwiches deserve to make some noise,” said Elizabeth Brasch, EVP, marketing at Mellow Mushroom. “Poke The Bear brings the kind of fearless, indie spirit we were looking for.”