Broccoli is an excellent source of vitamins, minerals, potassium and dietary fiber, but unfortunately it is recognized as the most hated vegetable in some parts of the world—with its newest campaign, broccoli brand Tenderstem is out to change this perception. The #GetTenderTonight campaign launched in the UK with several sampling stations on the streets that encourage the public to take away a raw sample, a spice mix and a recipe to enjoy at home.
Instagram and Snapchat are being used to amplify the core message of the #GetTenderTonight campaign.
With the rise of healthy living and eating, many consumers have come to appreciate the simplicity and incredible nutrition that can come from good greens like broccoli. A campaign like Tenderstem's seems to be launching at exactly the right time to capitalize on this positive shift in consumer attitudes and a desire to be more open-minded with food choices.
Broccoli Sampling Booths
Tenderstem's #GetTenderTonight Campaign Shares a Taste of Vegetables
Trend Themes
1. Healthy Eating Trend - The rise of healthy living and eating has created an opportunity for brands to promote nutritious foods like broccoli and change consumer attitudes towards healthier options.
2. Food Sampling Campaigns - Sampling campaigns, like Tenderstem's #GetTenderTonight, provide an effective way for brands to introduce consumers to their products and encourage trial and adoption.
3. Social Media Amplification - Using platforms like Instagram and Snapchat to amplify campaign messages can help brands reach a wider audience and create buzz around their products or initiatives.
Industry Implications
1. Food and Beverage Industry - The food and beverage industry can tap into the healthy eating trend and create innovative strategies to promote nutrient-rich foods and change consumer perceptions.
2. Marketing and Advertising Industry - Marketing and advertising agencies can leverage food sampling campaigns and social media platforms to create engaging brand experiences and generate buzz for their clients.
3. Health and Wellness Industry - The health and wellness industry can explore partnerships with food brands to promote nutritious eating habits and educate consumers on the benefits of incorporating vegetables like broccoli into their diets.