Today, Dallas-based independent creative agency POKE THE BEAR is launching a new campaign, “The Sandwich Reimagined,” with its newest client partner, the iconic pizza brand Mellow Mushroom.
The campaign highlights Mellow Mushroom’s fresh take on sandwiches and debuts as a test launch across 10 restaurants, with a system-wide rollout planned by the end of the year. This marks the first collaboration between the two companies and celebrates the brand’s offbeat personality alongside its expanding national footprint.
The integrated campaign will roll out across digital, social, print, OOH, and in-restaurant channels, leaning into the irreverent spirit that has helped build Mellow Mushroom’s cult following over decades.
“Launching new menu items is always a big moment for us, and these sandwiches deserve to make some noise,” said Elizabeth Brasch, EVP of Marketing at Mellow Mushroom. “POKE THE BEAR brings the kind of fearless, indie spirit we were looking for. We’re excited to partner with them to create something that truly stands out and gets people talking—and trying the new sandwiches!”
“We jumped at the chance to partner with such an iconic, irreverent brand,” said Bill Milkereit, Co-Founder of POKE THE BEAR. “Mellow Mushroom felt like a perfect fit for us and our strong restaurant track record. 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.”
