Tenderstem is hitting the festival circuit in the coming weeks in a bid to boost brand awareness and get more people to sample the premium brassica.
With the tag line “make every dish a little adventure with Tenderstem”, the brand will be appearing at The Great British Food Festival at Chiswick House in London on 10-12 Augusta and then at The Big Feastival in the Cotswolds on 24-26 August.
Tenderstem’s ‘experiential pop-ups’ will see a branded Land rover and chill-out tent appear at each festival, offering festival-goers the chance to relax while sampling the brassica.
The brand has also enlisted indie band Dead Blue to perform a series of acoustic sets in the Tenderstem chill-out zone.
Earlier this year the band released its ode to the vegetable, simply entitled ‘Tenderstem’. This will act as the backing track to the brand’s summer sampling, along with a series of other festival favourites.
The band will be performing on Saturday 11 August at The Great British Food Festival and on Saturday 25 August at The Big Feastival.
Theresa Richards, marketing manager for Tenderstem, said: “We’re thrilled to be trying something new this year, appearing at these two fantastic music festivals to spread the word about Tenderstem.
“As this year’s campaign is all about taking little adventures, we felt these festivals were a great expression of that. We can’t wait to engage with festival-goers who may not already have heard of Tenderstem and give them a chance to try the delicious treats we’ll have on offer.
“We’re thrilled to have Dead Blue accompany us on our appearances at these two key food festivals. We felt this was a really fun way to combine the foodie focus of these events with the festival spirit: great music played on an acoustic guitar, where peoples can sit down, chill out, have a bite to eat and enjoy themselves.”
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