TRO has embarked on a three week consumer sampling campaign for Tenderstem – (a unique cross between Chinese kale and broccoli) – where consumers will be encouraged to #GetTenderTonight.
Tenderstem will be found perching on street corners on purpose built sampling bikes, where brand ambassadors will entice consumers to take a raw Tenderstem sample, along with a recipe suggestion on how to get it ‘Tender’ when they get it home.
Consumers will be 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 Snapchat mechanic has been incorporated in order to drive amplification of, and engagement with, the campaign.
Michelle Toft, chief marketing officer, Coregeo said: “We know that driving trial 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, 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 2nd September in London and the South East.