UK: Tenderstem® tops sales in 2011
Andy Macdonald, Managing Director of Coregeo®, comments: “We’re delighted to see such a dramatic increase in sales, especially given the tough economic climate forcing consumer to think carefully about every purchase they make. Tighter budgets have encouraged an increase in eating at home rather than in restaurants, and Tenderstem® offers an ideal choice for both quick and easy midweek meals as well as fine dining at home.”
The product is supported by a marketing campaign that includes PR, advertising, social media and a strong web presence, helping to raise awareness and trial purchase amongst non-buyers and encourage increased purchase frequency amongst existing customers. In the past 12 months, Tenderstem’s household penetration has experienced a 14% increase and purchase frequency has also increased by over 8%.
The marketing programme will continue throughout 2012 with a new umbrella campaign theme that will communicate the speed and versatility of Tenderstem® when cooking, ‘Tenderstem® in Ten’. Ten carefully selected named chefs, including Tom Aikens, Diana Henry and Kerstin Rogers, will be supporting the campaign by developing quick and easy recipes and encouraging consumers to create something using Tenderstem® that can be on the table in ten minutes.
Macdonald continues: “Since managing the brand Tenderstem® sales have grown from 400 tonnes in 2004 to over 3,000 tonnes in 2011. We are now looking forward to building on this success in 2012.”