Case study

Tenderstem® — telling the story of UK-grown

The brief

As part of our ongoing multi-channel campaigns for Tenderstem®, we were challenged with educating media, influencers and consumers about the Tenderstem® growing season in the UK.

The delivery

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.

The results

  • The combined reach of the influencer coverage from the trip was more than 150,000
  • A six-page feature in Sainsbury’s Magazine
  • Extensive coverage from other key titles such as Healthy Food Guide, Fresh Produce Journal and delicious.
  • Over 4,000 competition entries via the Tenderstem® website
  • 4,000
    Over 4,000 competition entries via the Tenderstem® website
  • 150,000
    The combined reach of the influencer coverage from the trip was more than 150,000