Challenge

Tenderstem is a brand of broccoli. The seed is owned by Japanese company: Sakata.

Coregeo are the marketing specialists who take trademarked fresh produce brands to market, including Tenderstem Broccoli.

Coregeo asked us to undertake consumer research to gain insight which would inform them on how to most effectively market Tenderstem broccoli to the UK consumer.

Approach

We recruited for, prepared, and facilitated 6 consumer groups via Zoom, with a thorough discussion guide, and appropriate stimuli to gain as much rich insight as possible.

We aimed to explore consumer attitudes and habits with speciality vegetables, with a focus on Tenderstem broccoli.

Result

A solid and robust document of findings including barriers and benefits of Tenderstem broccoli to consumers.

From this, we created a brand and communications strategy which focussed on the concept of targeting traditional broccoli as their main competitor.

Our work was the catalyst for the integrated advertising campaign, ‘Broccoli, but Better’, which was launched in June 2021.

Client Testimonial

“The Elephants team are engaged and focused on understanding our challenges. They give clear and honest de-briefs and take the time to follow up and support with ongoing development. They are an asset to us and we’d happily work with them on other projects in the future.”

Lacey Bradshaw, Marketing Manager – Tenderstem®