"The Cap Crew"

""The Cap Crew" Make Mushrooms Appealing to Tweens

Conestoga College Advertising Students Win Big in Mushroom Character Development

KITCHENER, ONTARIO --(May 28, 2007) Mushrooms Canada and Conestoga's Advertising Program have done it again. After last year's success with the creation of the association's new logo and tagline, Mushrooms Canada challenged the students to create mushroom characters. The result was a win for eight of the program's students; Jennifer Bregman, Brendan Waller, Amanda Moore, Tarah Mcfarlane, Amy Lienhart, Quinn Battersby, Jessica Warren, and Danielle Beaumont.


The Character development was presented to the students as a scholarship opportunity to see who could design the most appealing characters and who could develop the best plan to implement them. As a result, Jennifer Bregman and Brendan Waller took home first place in both categories with their characters, "The Cap Crew". Honoured with a $950 scholarship, the two are delighted to have created characters that will be part of an already strong Ontario mushroom promotional campaign. Mushrooms Canada also donated $2000.00 to Conestoga College for the Advertising Program, in hopes that it will continue to put talented individuals out into the community.

"Last year our Advertising students had the valuable opportunity to demonstrate their Creative skills in the development of a Corporate Identity Program for Mushrooms Canada" says Joe Romer, Advertising Program Coordinator. "This year their Strategic, Creative and Marketing skills were put to the test in the development and implementation of a marketing plan to a younger target market. The "Cap Crew" is a fun, fresh approach that was the result of intensive research and market analysis. I can't thank Mushrooms Canada enough for giving our students the opportunity to showcase their skills. It's this "hands on" approach that prepares them so well for careers in the Advertising industry."

The Advertising program at Conestoga College is in its seventh year of operation and has been a great success with graduates now working in large corporations such as Research In Motion and growing associations such as Mushrooms Canada.

Mushrooms Canada rebranded itself last year from The Canadian Mushroom Growers' Association. It launched a province wide campaign to increase awareness of Ontario grown mushrooms, their uses, flavours, and many health benefits. Watch for "The Cap Crew" to be launched this Fall at http://www.thecapcrew.ca/.

"Funding for this project has been granted through the Canada-Ontario Research and Development Program, as funded by Agriculture and Agri-Food Canada and the Ontario Ministry of Agriculture, Food and Rural Affairs""

Source: CCN Mathews