Our cheeky approach elevated a simple sampling campaign to create a cult of brand fandom
Green Light District
To make Tenderstem® the most loved premium vegetable by driving awareness with as many food lovers as possible and inspiring them with ideas about how they could use the product.
To achieve real cut through, we developed a brand personality to elevate our sampling camping by tapping into the online dating conversation.
Our ‘Green Light District’ prompted passers-by to try something new, with provocative messaging such as ‘take me home today’ and ‘try me… naked, spicy, steamy’. We invited consumers to ‘meet your perfect match’ via a ‘Tender’ app, enabling the public to swipe left and right to choose their preferred Tenderstem® accompaniment – thereby inspiring them with recipe ideas. The activity was accompanied by a custom Snapchat filter geolocated to our activity.
With over 50,000 samples taken away over twelve days of activity, the campaign generated significant awareness in-person and was further amplified online with thousands of consumers choosing to share their homecooked recipes using an additional selection of Snapchat filters.