LONDON — Frank has won the PR account for premium fresh produce brand Tenderstem broccoli after a competitive three-way pitch.

The agency has been tasked with inspiring new audiences to try Tenderstem by going beyond traditional food PR in a series of integrated seasonal campaigns throughout the year. Frank’s first project for the ‘broccoli but better’ brand has seen the agency create a limited-edition wine, Tendernay (pictured), a blend of chardonnay grapes and Tenderstem stalks.

The master licensor of Tenderstem broccoli in the UK is Coregeo, a specialist in IP, brand management and trade and consumer marketing services for the fresh produce industry. Coregeo, working with brand owner Sakata Seed Corporation and growers, licensees and retailers, has grown Tenderstem broccoli into one of the top two fresh produce brands in the UK, alongside another Coregeo brand, Pink Lady apples.

Coregeo’s PR and social manager Kyla Flynn said: “Frank excited us right from the start. They understood our brief and stood out with a completely different approach to everyone else. They encouraged us to step away from typical food PR to get into more mainstream media spaces. Their ambitious ideas aim to convince the nation why we all need to find opportunities to elevate our dinner plates, so we look forward to a sweet, nutty and crunchy future with Frank.”

Frank managing partner Mel Robinson added: “For too long comms for foodie brands has been pretty one dimensional so it’s refreshing to have a brand like Tenderstem be up for the challenge of creating true 'Talkability' through bold, exciting campaigns that go beyond the foodie pages and foodie influencers.”