Tenderstem: Veg with Personality

James Brittain

Tenderstem, a branded hybrid of Chinese kale and broccoli, increased sales of its speciality vegetable by creating ads featuring a playful Tenderstem character who addressed the barriers of cooking.

Campaign details

Brand: TenderstemAdvertiser: CoregeoAgency: McCann Bristol

Introduction – Let's (not) take it from the top!

This is the story of Tenderstem®. A small green vegetable that may not have made megabucks, but it has made waves. It has done something no one has ever done before: in the completely commoditised category that is supermarket vegetables, we have built a strong and sustainable brand by breaking conventions. We have created a veg with personality.

We have managed to achieve this in a category where we have no control over the price, packaging or positioning of...

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