Tenderstem and the brassica brand’s marketer Coregeo are celebrating record sales for 2018 when more than 12.5 million kg of the premium variety were sold.
Volume sales were up 17 per cent on the 10m kg total reached in 2017, with consumer awareness of the brand also rising by two per cent to 56 per cent, according to IPSOS Omnibus.
Coregeo marketing manager Theresa Richards said “innovative” marketing campaigns, spanning social media, PR and digital advertising, had helped drive sales by increasing brand awareness and encouraging shoppers to prepare the brassica in new ways.
“We’re delighted to announce this new milestone for the brand which has been propelled by innovative marketing campaigns and a new product launch, Frozen Tenderstem,” she said.
“Consumer demand for Tenderstem just keeps on growing. To increase brand awareness we’ve had a busy year expanding our award-winning ‘make every dish a little adventure’ campaign and creating a new campaign called ‘shop the recipe.’ We’ve also sampled at food festivals over the summer where we sponsored up-and-coming band Dead Blue to perform their single ‘Tenderstem.’
“In 2019 we’ll continue to invest in these pioneering strategies and expand our current marketing campaigns with exciting partnerships.”