New marketing campaign for Tenderstem has had ‘direct impact’ on sales rise of 17 per cent for the year-to-date.
The latest marketing campaign for branded brassica Tenderstem has had a “direct impact” on increased sales, master licensor Coregeo has said.
July sales for Tenderstem were up 31 per cent while year-to-date sales are up 17 per cent so far. The current year-on-year growth for Tenderstem is just under 20 per cent.
A new communications campaign, conducted by London-based PR firm MCG, has centred around Tenderstem as the perfect component of a date night – a concept which has helped “develop the personality of the brand”.
Michelle Toft, chief marketing officer for Coregeo, told FPJ that the latest Kantar results show Tenderstem is the fourth-largest brand within the produce market, showing that the marketing strategy is “making cut through”.
“This year we’ve seen a successful integrated communications campaign launch across PR, experiential, digital and social platforms,” she said. “Date Night has helped develop the personality of the brand while educating consumers on how to eat and cook the product.”
Versatility has been a key message for Tenderstem this year, and Toft said the PR campaign for summer will build on this by promoting the different ways you can eat Tenderstem raw. Educating consumers on versatility and product usage is key to making it an essential part of a weekly shop, Toft said.
“Our new website and recipe catalogue also reflects the breadth of world cuisine meals Tenderstem can be easily added to, from Indian to Italian to South American,” she added.
“Our 2015 marketing campaign, from advertising to PR has enabled us to communicate the versatility of Tenderstem and this is having a direct impact on sales, with July sales up 31 per cent and YTD sales up 17 per cent.
“In the past Tenderstem has been seen as a side dish or an ingredient to be used in a stir fry, but through our communication we’ve been able to inspire people to use Tenderstem in different ways and different cuisines.”