We chose Jersey as our point of focus to tell the story of Tenderstem®’s provenance.
MCG organised a press trip to Jersey to showcase the best of British grown Tenderstem®, highlight the UK growing season and give media and influencers a taste of the best of Jersey’s food and produce. The trip, organised in partnership with Visit Jersey, included a private “pick-nic” at a Tenderstem® farm; this offered attendees the chance to pick their own Tenderstem® and meet and interview a Tenderstem® grower of more than a decade.
The trip was bolstered by a media partnership with Delicious. which offered a reader the chance to win a trip to Jersey and attend the private picnic. We also created a competition package for Tenderstem® fans via the Tenderstem® newsletter.