TenderCuts has launched its new ‘good meat’. real meat. all the time.’ proposition in a multi-film campaign. The campaign, conceived by Lowe Lintas Bangalore, aims to create brand awareness and focus on encouraging consumer testing. The advertising films are live on TV, digital, print and OOH in multiple markets.
The ads feature actor Prakash Raj promoting the brand. The campaign consists of three films highlighting different messages of the brand: the first shows quality meat products, the second shows TenderCuts’ ready-to-eat range with pre-marinated meat and the third focuses on the fact that all products are cut after an order has been placed.
“We want to make our customers aware of the brand promise through the campaign. At TenderCuts we believe in doing things that are good for the customer. We are emphasizing this fact through our new campaign that revolves around the promise of ‘good meat, real meat, always,’” said Aruna Jathar, chief marketing officer of TenderCuts.
Consumers today are increasingly wary of the quality of products available in the market, especially meat and seafood, the company said. “Most people still prefer to buy the products physically to make sure they don’t compromise on quality. Lowe Lintas has used this insight to show the different elements of TenderCuts that communicate that the brand offering is of the best quality,” it further added.
“TenderCuts is all about honesty. Be it their prices, their quality or even their practices. Usually this is experienced first hand by those who visit their stores. We wanted to achieve the same emotion. By bringing in a celebrity like Prakash Raj, we let him experience this honesty first hand. Hence the idea of a shoot within a shoot,” said Sonali Khanna, executive director and branch head, Lowe Lintas.
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