Fresh produce brand marketing specialist Coregeo has invested in a programme of experiential sampling activity for its key brands Pink Lady and Tenderstem, designed to educate and enthuse consumers as well as drive sales.
The activity is part of an extensive new integrated marketing campaigns for both Tenderstem and Pink Lady that is designed to reflect the fresh personalities of both brands.
Tenderstem will hit the UK streets in a branded, vintage street food van in June and July with a series of Date Night themed sampling opportunities at prime locations and foodie events in the South East, including the Foodies Festival at Alexandra Palace.
Consumers will be invited to meet their perfect flavour match by selecting ingredients to pair with Tenderstem. The activity has been designed to communicate Tenderstem’s key messages of versatility and simplicity, showing how easy it is to create tasty dishes with the premium vegetable, which is a nutritious cross between Chinese kale and broccoli. The activity links to recipe suggestions, social media activity and PR-led research.
Pink Lady apples will also be touring during the summer, with a four-week Twitter-activated sampling mechanic that will deliver in excess of 80,000 samples from a Pink Lady Tweet Tree and a team of promotional brand ambassadors. Consumers will have the chance to win daily Snackisfaction prizes whenever a special pink apple drops from the Tweet Tree.
“Both Pink Lady and Tenderstem are great candidates for sampling activity,' said Coregeo’s chief marketing officer Michelle Toft. 'We know from previous campaigns that once people have tried them they tend to purchase them for themselves. This year we briefed TRO to develop playful campaigns that would really engage and delight our target consumers while communicating the key messages about our products.”
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