In pictures: Tenderstem broccoli kicks off sampling activity

Broccoli brand Tenderstem is encouraging consumers to try the product by cooking it at home with a sampling campaign devised by agency TRO.


The #GetTenderTonight campaign, which launched yesterday (16 August), features Tenderstem 'perching' on street corners on purpose-built sampling bikes, where brand ambassadors are enticing consumers to take a raw Tenderstem sample, along with a recipe suggestion on how to get it ‘Tender’ when they get the sample home.

Consumers are being offered a ‘sneak peek tease bag’ consisting of raw Tenderstem, a spice sachet and a recipe card to encourage them to go home and #GetTenderTonight. An Instagram and geo-targeted Snapchat mechanic is being used to amplify the campaign and drive engagement.

Michelle Toft, chief marketing officer of brand specialist Coregeo, which owns the rights to Bimi, Tenderstem's European counterpart, said: "We know that this is a great way for us to educate consumers on Tenderstem as a product and get them to taste how delicious it is. Tenderstem is a really versatile product and as a brand we like to have lots of fun – so when TRO devised the #GetTenderTonight campaign we couldn’t wait to get started."

Michelle Horn, account manager at TRO, added: "2015 was an award-winning year for the experiential activity we created for Tenderstem. We have therefore pushed all the boundaries to create a campaign that we are confident will make Tenderstem stand out once again. We are particularly excited to be incorporating a geo-targeted Snapchat mechanic to help amplify our activity beyond the live experience."

The #GetTenderTonight campaign will be running until 2 September in London and the South East.

TRO previously managed an activation for Tenderstem at Carfest North. Read our piece on five hybrid fruit and vegetables that will wow your guests. 

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