Season one of ‘The Last of Us’ was the most wiki’d thing on the planet. When it was released in 2024 mushroom sales took a dip thanks to the reputational damage caused by the cordyceps (a mushroom-like fungus responsible for the outbreak)
Riverford had never found a way to talk about their peat-free mushroom. So we hijacked the season 2 premiere of The Last of Us with a giant mushroom billboard, proclaiming “The First of Us, peat free organic mushrooms that won’t eat your brains”.
The campaign became the number one trending topic on r/TheLastOfUs and ranked #5 across UK Reddit. Additionally it was picked up organically by meme pages and cultural commentators.
