Premium brassica brand Tenderstem has unveiled a new advertising campaign in a bid to raise further awareness of the product and inspire shoppers.
The brand, which is now the second biggest in UK fresh produce, commissioned renowned photographer Carl Warner, known for creating landscapes made from food, to generate five ‘foodscapes’.
These show Tenderstem doing adventurous activities, such as climbing a mountain of roast potatoes, hang gliding over a curry mountain, bungee jumping into a noodle dish and surfing a lettuce wave.
The campaign comes with the tag line “make every dish a little adventure” in an effort to communicate the versatility of the broccoli-Chinese kale hybrid in different meal occasions and cuisines.
The new campaign comes after a strong year for Tenderstem, with annual sales for 2017 breaking all previous records for the brand.
The brassica reached the 10 million kg milestone last year after volume sales grew by 14 per cent compared to 2016, and it has reported its best-ever first quarter sales, selling more than 1m kg in each of the first three months of 2018.
The new advertising campaign will include a schedule of print and digital advertising, supported with social media and PR activity.
For the first time in 2018, Tenderstem is putting more budget into digital advertising than print. As well as Gmail and digital display banners, new channels will be used, including native image and video, page skins and an interactive rich media unit.
Theresa Richards, assistant marketing manager for Tenderstem, said: “This campaign is all about inspiring consumers – whether they currently buy Tenderstem or have never purchased it before – to try something new.
“We wanted the inspirational visuals to show that Tenderstem is the ultimate versatile vegetable. With no preparation needed and its sweet, nutty taste, it is the perfect vegetable addition for so many cuisines and eating occasions.
“We’re thrilled with the execution of the photography, as it really brings our serving suggestions to life.”
