Broccoli is an excellent source of vitamins, minerals, potassium and dietary fiber, but unfortunately it is recognized as the most hated vegetable in some parts of the world—with its newest campaign, broccoli brand Tenderstem is out to change this perception. The #GetTenderTonight campaign launched in the UK with several sampling stations on the streets that encourage the public to take away a raw sample, a spice mix and a recipe to enjoy at home.
Instagram and Snapchat are being used to amplify the core message of the #GetTenderTonight campaign.
With the rise of healthy living and eating, many consumers have come to appreciate the simplicity and incredible nutrition that can come from good greens like broccoli. A campaign like Tenderstem's seems to be launching at exactly the right time to capitalize on this positive shift in consumer attitudes and a desire to be more open-minded with food choices.