Bloggers take to the Thames with Tenderstem®
MCG was tasked by Tenderstem® to engage influencers and build a personality for the Tenderstem® brand while communicating all the different ways Tenderstem® can be eaten. MCG developed Try Something New with Tenderstem® – a summer event inviting fitness, food and lifestyle bloggers to try paddleboarding on the Thames, followed by a raw Tenderstem® lunch.
Inject some fun into the Tenderstem® brand by providing bloggers with a unique experience, while educating influencers on Tenderstem® as an ingredient, tying into the wider summer campaign focusing on eating Tenderstem® raw.
MCG organised and oversaw a paddleboarding session on the Thames, followed by a BBQ lunch on the banks of the river after the session, showcasing Tenderstem® in a number of different dishes.
Identified location and activity, ensuring the event offered the chance to try something new, exciting and sought-after
Recruited outdoor expert to lead the session
Managed logistics on the day
Reinforced the Try Something Different theme by working with a caterer to create a number of Tenderstem® dishes for attendees, showcasing the ingredient in new and exciting ways
Identified and liaised with leading fitness, lifestyle and food bloggers to attend the event
Promoted the activity across social channels on the day and post-event
Produced a social reach of over 300k across Instagram, Facebook and Twitter
Achieved blog coverage on a number well-known London lifestyle blogs