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Coregeo runs 2015 sampling activity for Tenderstem and Pink Lady

Monday July 13, 2015 at 7:11pm
Specialist fresh produce marketing and Intellectual Property company Coregeo is running experiential sampling activity for its key brands Pink Lady and Tenderstem, designed to educate and enthuse consumers as well as drive sales. The activity, which has been developed for the company by experiential marketing agency TRO, is part of major new integrated marketing campaigns for both Tenderstem, which is a cross between Chinese kale and broccoli, and apple variety Pink Lady. Tenderstem will be appearing on UK streets in a branded vintage street food van in June and July with a series of Date Night themed sampling opportunities at prime locations and food-related events in the South East, including the Foodies Festival at Alexandra Palace. Consumers will be invited to meet their perfect flavour match by selecting ingredients to pair with Tenderstem. The activity has been designed to communicate Tenderstem’s key messages of versatility and simplicity, showing how easy it is to create tasty dishes with the premium vegetable. The activity links to recipe suggestions, social media activity and PR-led research. Pink Lady apples will also be touring during the summer, with a four-week Twitter-activated sampling mechanic that will deliver in excess of 80,000 samples through a Pink Lady ‘Tweet Tree’ and a team of promotional brand ambassadors. Consumers will have the chance to win daily Snackisfaction prizes whenever a special pink apple drops from the Tweet Tree. Coregeo’s chief marketing officer Michelle Toft says: “Both Pink Lady and Tenderstem are great candidates for sampling activity. We know from previous campaigns that once people have tried them they tend to purchase them for themselves. This year we briefed TRO to develop playful campaigns that would really engage and delight our target consumers while communicating the key messages about our products.”
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