A new ‘cheeky’ Tenderstem campaign will feature a pop up ‘Green Light District’ in various locations to encourage the public to ‘take me home today’ and ‘try me… naked, spicy, steamy’.
Run by experiential marketing agency TRO, the new campaign aims to raise the profile of Tenderstem, encourage trial and develop a cheeky brand personality.
The three-week consumer sampling tour will be promoted on social media under the hashtag #GetTenderTonight.
It comes as Tenderstem master licensor Coregeo asked all of the brand’s marketing agencies to raise the profile, and develop a witty and playful brand personality, as part of their 2016 marketing strategy.
Consumers will be offered a ‘sneak peek tease bag’ consisting of raw Tenderstem, a spice sachet and a recipe card. Working alongside MCG PR, Tenderstem’s communications agency, an Instagram and Snapchat mechanic has been hired to increase the engagement with the campaign.
Michelle Toft, Coregeo chief marketing officer, 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 we really hope our consumers will have just as much fun as we have with the #GetTenderTonight campaign.”
Michelle Horn, account manager at TRO said the agency has “pushed all boundaries” with the new campaign. “We are particularly excited to be incorporating a geo-targeted Snapchat mechanic to help amplify the brand beyond the sampling activity,” she added.
The #GetTenderTonight campaign will run until 2 September at various locations across London and the South East.
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