Mushroom Council Taps Chef Matty Matheson for 2026 Campaign Targeting Gen Z and Millennials

The Mushroom Council has announced a high-profile strategic partnership for its 2026 marketing roadmap, appointing chef, entrepreneur, and Emmy Award-winning producer Matty Matheson as its lead spokesperson.

The campaign, titled "It's Not Magic. It's Mushrooms," is designed to demystify the ingredient for younger demographics. By leveraging Matheson’s "boisterous" and practical culinary style, the Council aims to increase cooking frequency among Gen Z and Millennial audiences who prioritise flavour, convenience, and functionality over complex technique.

Practicality and Flavour

The initiative moves away from high-concept gastronomy to focus on accessibility. Through high-impact advertisements and influencer storytelling, the campaign positions mushrooms as a "no-fuss" ingredient capable of elevating everyday staples.

Amy Wood, President of the Mushroom Council, explained the selection of Matheson:

"Matty doesn't overcomplicate food, and neither do mushrooms. His no-nonsense style mirrors the way people actually cook at home. Together, we're showing that mushrooms aren't a trend, but an easy, everyday ingredient that brings big flavour, fits seamlessly into real life and offers functional benefits about which people care."

Culinary Content and Recipe Rollout

Central to the campaign is a series of original recipes developed by Matheson, featured on episodes of his YouTube show "Cookin' Somethin'." The content calendar includes:

🍿🍄 Matty's Crunchy Popcorn Mushrooms: A bite-sized, golden fried snack designed to be "totally addictive." (Live Now)

🍜🌶️ Matty's Spicy Mushroom Noodles: A spicy, umami-rich dish focused on heat and depth. (Launches 22 February 2026)

🌯🧀 Matty's Cheesy Mushroom Breakfast Burrito: Featuring chili-spiked mushrooms, cheesy beans, and runny eggs. (Launches 8 March 2026)

Matty Matheson commented on the versatility of the ingredient: "Mushrooms are one of those ingredients that add magic to every dish they're in. They have a simple way of taking meals to the next level without asking you to learn fancy techniques. You throw them in, the dish gets better and you keep moving. There are no tricks and no fuss, just great flavour."