Tenderstem: Veg with Personality

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: Tenderstem Advertiser: Coregeo Agency: 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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands