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BY MICHAEL BARKER

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Tenderstem teams up with Dr Rupy Aujla

Marketing tie-up is part of new campaign to promote Tenderstem as perfect ingredient for quick, healthy midweek meals

Tenderstem teams up with Dr Rupy Aujla

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Tenderstem broccoli has teamed up with cookbook author, NHS GP and founder of The Doctor’s Kitchen, Dr Rupy Aujla, for its latest campaign.

The brassica brand has collaborated with the Sunday Times bestselling author to appeal to health-conscious shoppers and to position Tenderstem as the perfect ingredient to have on hand for quick and nutritious midweek lunches and suppers. 

Aujla is known for creating healthy and delicious recipes as well as his ethos of the medicinal effects of eating well. His channel, The Doctor’s Kitchen, has 200,000 followers on Instagram and he has released two cookbooks: The Doctor’s Kitchen and Eat to Beat Illness.

Aujla will act as a Tenderstem brand ambassador in a series of videos in which he demonstrates three new recipes, each showing how Tenderstem broccoli can be the star of the dish, creating a nutritious and tasty midweek meal.

The collaboration will form the basis of an extensive schedule of social media advertising for the brand, rolling out from August for the remainder of 2020. The collaboration will also appear on The Doctor’s Kitchen Instagram feed and will be shared across the Tenderstem website and newsletter as well as being promoted through PR.

Lacey Bradshaw, marketing manager for Tenderstem, said: “Our research indicated that many consumers who are already familiar with Tenderstem broccoli as an ingredient are confident cooks who are looking for quick and easy meal inspiration. One of the main priorities for this group of shoppers is health and nutrition, which is why we’re so excited to have Dr Rupy on board.

“As a brand we’re always keen to adapt to consumers’ needs, which have changed dramatically over the course of recent months. The pandemic has seen an increase in the consumption of fresh fruit and vegetables and healthy scratch cooking is at the top of the agenda for many, which was the reasoning behind this campaign’s positioning. Out-of-home eating has declined hugely, making the way for new recipe ideas for at-home lunches and dinners.”

The new recipes and video content featuring Aujla will go live on Tenderstem's digital channels from the start of August.

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