TenderCuts builds brand awareness with multi-film campaign, marketing and advertising news, AND BrandEquity


TenderCuts builds brand awareness with a multi-film campaign.

TenderCuts, a meat and seafood startup, has launched a multi-film campaign aimed at raising awareness of the brand.

The campaign is designed by Lowe Lintas, Bangalore.

The campaign uses humor to communicate the main characteristics of TenderCuts – the meat is freshly produced locally, it is not cut until after ordering, it offers options of over 250 products. The campaign films end with a clear call to action that aims to drive visits for their offline stores and increase online orders from the TenderCuts app.

Nishanth Chandran, Founder and CEO of TenderCuts, said: “Understanding how Indian consumers view ‘freshness’ as one of the important factors in choosing their meats and seafood has guided our offerings and our process. And that has been our success. The Lowe Lintas team has firmly positioned our brand in the space and this campaign aims to spark consideration in the minds of our target audience.

Aruna Jathar, Marketing Director, TenderCuts, said: “The campaign is rooted in research. It’s a gorgeous, light and memorable take on our “fresh cut after receive your order” and “cut how you like” USPs. These are very important to our customers. You will love it and you will remember it.

Puneet Kapoor, Regional Creative Manager, Lowe Lintas, said: “When we first heard about TenderCuts’ unique services, we immediately knew it would make an interesting and fun advertisement. As a brand focused on customer enjoyment, the task was to create something close to their heart. “Cut as you like it” sums it up well. And the movies all celebrate the love for TenderCuts, whether it’s omnichannel or the freshest, locally sourced meat. Or even the fact that they have such a wide variety of cuts.

The integrated campaign covering television, digital, print and outdoor advertising (OOH) will take place in the 3 markets of Chennai, Hyderabad and Bangalore.

Watch the ads below:


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