Did you know that Jersey has a Tenderstem® farm? – Do you know what Tenderstem® is?
You may have seen it in the veggie aisle at your local supermarket, but the vegetable originates from Japan and is the creation of a cross between broccoli and Chinese kale. It is grown locally by Jersey farmer Richard Le Cornu, who recently opened up his farm house in St. Martin, to welcome some interested media titles to Jersey to find out more.
Earlier in the year McCann, Visit Jersey’s media buying agency got in touch about the opportunity to work in partnership with Tenderstem® by hosting a competition prize giveaway.
Three competition prizes were up for grabs, offering lucky winners a chance to experience the island break. A dedicated Jersey competition page ran on the Tenderstem website, supported by emails to both the Tenderstem and Visit Jersey databases. The campaign offered the chance to win a two-night countryside break staying at The Greenhills Country House Hotel, with dinner at Chateau La Chaire and a coastal break, staying at The Atlantic Hotel with dinner at the Oyster Box. Delicious Magazine offered lucky readers the chance to enjoy a two-night city break to Jersey, staying at The Royal Yacht, with dinner at Bohemia.
We were also given the opportunity to partner up on some PR activity, and recently welcomed to the island Sainsbury’s Magazine, Delicious Magazine, Healthy Food Guide, Fresh Produce Journal and two bloggers, little Green Shed and Monalogue.
Tenderstem® arranged for them to meet with our local Tenderstem® farmer Richard, and pick their own Tenderstem® from his farm, followed by a picnic, hosted by Gemma from Wild Health. While they were on the island, we also took the opportunity to showcase to them some other of Jersey’s food hero’s and arranged for them to enjoy a ‘Big 4’ Jersey’s producers tour, with Jersey uncovered, a visit to La Mare Wine Estate and The Central Markets, as well as a Tenderstem® themed Supper Club with the Jersey Bean Pot.
We also set up some bespoke experiences for those that had a little longer in the island, facilitating introductions to local chefs and other producers.
We have already started to see some of the coverage from the trip appear, with Lou from Little Green Shed, writing two blog posts:
Creating this style of partnership collaboration gives Visit Jersey the opportunity to talk about new island stories to new audiences, utilising new people, product and brands to create content partnerships which go beyond island reviews.
We look forward to seeing future coverage generated from this media visit, and thank all partners involved with this initiative for their support.