This is the story of a little green vegetable that achieved ambitious volume growth targets, whilst maintaining a price per kilo significantly higher than the category. With little control over how it is presented or priced in store Tenderstem® communications have built a distinctive and valuable brand in a commoditised category. Its campaign broke category conventions by giving a vegetable some personality and beating our competitors to digital media. In three years communications have contributed to volume growth three times ahead of the category and a healthy ROMI of 126:1.