TenderCuts, the meat and seafood omnichannel company has launched their new ‘Good meat. Genuine meat. Always.’ proposition in a multi-film campaign conceived by Lowe Lintas Bangalore. Through the narrative, the campaign aims to drive home the message that TenderCuts offers the Freshest meats at the most honest prices.
The key objective of the campaign is to increase brand awareness and consideration to drive trials by consumers. With the ‘Achha meat. Sachha meat. Hamesha.’ slogan, the brand’s purpose to make the world of honest meat a reality for all is being solidified.
Consumers today are increasingly wary of the quality of products available in the market – especially meats and seafood. Most people still prefer to physically purchase the products to ensure that they are not compromising on the quality. Lowe Lintas has used this insight to showcase the various elements of TenderCuts communicating that the brand offerings are best in quality.
The campaign consists of three films highlighting different messages by the brand – the first one showcases the best quality meat products at the most honest prices, the second one features the ready-to-cook range by TenderCuts which consists of the freshest meat that is freshly marinated, and the third film focuses on the fact that all products are freshly cut only after an order is placed. The ads featuring well-known actor Prakash Raj bring alive the Tender promise in a humorous way.
Nishanth Chandran, Founder and CEO, TenderCuts, said, “Prakash Raj is truly a fabulous actor and brings the campaign alive with his engaging humour and seasoned acting skills. Through our omnichannel presence, we endeavour to offer the best quality, genuine meat always. Our customers can now see our proposition of freshly cut after your order come alive through our efficient tech-based QR code, by which customers can know when, where and by whom the meat was cut.”
Aruna Jathar, Chief Marketing Officer, TenderCuts, said, “We are really excited about the campaign and through this we want our customers to become aware of the Tender promise. At TenderCuts we believe in doing things that are right for the customer and that is table stakes. We highlight this undeniable fact through our new and remarkable campaign which is spun around the promise of Good Meat, Genuine Meat, Always!”
Sonali Khanna, Executive Director and Branch Head, Lowe Lintas, said, “TenderCuts is all about honesty. Be it their prices, their quality or even their practices. Most of the time this is experienced first-hand by those who visit their stores. We wanted to achieve the same emotion. By roping in a celebrity like Prakash Raj, we felt it would be nice to let him experience this honesty first-hand. Hence the idea of a shoot within a shoot.”
TenderCuts integrated creative will be live across TV, digital, print and OOH in multiple markets, especially in Chennai, Hyderabad, and Bangalore where the brand has a strong foothold currently.
Client: Aruna Jathar, Dhanya Hemanthraj
Creative: Kishore Mohandas, Lohith Chengappa, Pradeap Krishnan, Dipanjali Bhattacharya
Account Management: Sonali Khanna, Sudhir Nayak, Sakhi Roy, Anjalie Nair
Planning: Kishore Subramanian, Namrata Sukumar
Production House: Lintas C:EX (Director: Rajiv Menon)