Mellow Mushroom has been serving out-of-this-world stone-baked pizzas since 1974. Founded in Atlanta, Georgia and now operating 160+ locations across 16 states, the iconic pizza bakers are all about being high on pizza, people, and passion. Elevating the dining experience with a Higher Order of Pizza™, Mellow Mushroom’s coveted secret dough recipe and red sauce have garnered a cult-like following over the years.

Each location is locally owned and operated—providing a local flare baked in with Mellow Mushroom’s trippy vibes and psychedelic artwork. Touted for its cult-like following and counterculture essence, Mellow Mushroom blends the boundaries between art, music, high-quality ingredients, and passionate standards for dining.

In honor of its 50th anniversary, Mellow Mushroom unveiled its largest advertising campaign to-date developed by 160over90. The comprehensive suite of nine brand videos will run across CTV and social platforms through October 2024 in the regional markets Mellow Mushroom operates in. 160over90 was responsible for developing the suite of editorial content, website landing page, and supportive creative assets.

Leaning into Mellow Mushroom’s playful origins and refreshed brand line, “A Higher Order of Pizza,” 160over90 developed creative to celebrate the quality of Mellow Mushroom’s ingredients, its art-filled eclectic in-store atmosphere, and flexible experience with dine-in and takeaway options.

For this major milestone anniversary, we saw an opportunity to use new creative content to create meaningful connections with existing guests and introduce Mellow Mushroom’s refreshed brand to new audiences. Together, we created a campaign that elicited an emotional response and truly delivered on Mellow Mushroom’s dynamic brand experience.