MUMBAI: Vegan meat start-up Blue Tribe Foods has awarded its integrated marketing mandate to Chimp&z Inc after a multi-agency pitch.

The account will be handled by the agency’s headquarters in Mumbai. It will conceptualise a 360-degree digital marketing strategy for the brand, ranging from social media, creatives, performance, ORM, SEO, public relations, and web development along with an e-commerce platform creation.

Chimp&z Inc has successfully partnered with several brands including Unicef, Discovery Communications, TLC India and Religare Health Insurance in the recent past.

A new entrant in the plant-based meat industry, Blue Tribe is floated by Alkem Labs promoter Sandeep Singh, and Nikki Arora Singh to replace the usage of meat in the food supply chain in India. The brand, armed with research and innovation in food science, is on a mission to revolutionise how the world eats its meat. Their ready-to-cook frozen plant-based meat products taste, look, feel, and cook like meat.

Chimp&z Inc CEO & co-founder Angad Singh Manchanda said, “Chimp&z Inc strives for challenges and there is no better challenge than establishing a niche brand like Blue Tribe in the digital world. Considering the recent demand for sustainable alternatives to meat, Blue Tribe has to step in armed and ready. We aim to provide them with all the digital arms and ammunition needed through their journey. The end goal is to make Blue Tribe a household name from the substitute meats industry in all parts of India."

Blue Tribe co-founder Sandeep Singh said, “About 60 per cent of India’s population consumes meat, making the country a large meat market, and hence, a potential one for plant-based meat. Blue Tribe is founded with a conscious attempt to replace animals in the food supply chain for a sustainable and healthier future for generations to come. To establish our brand as a better alternative, we will have to raise awareness about the impact of animal agriculture and we decided to do so digitally. Chimp&z Inc’s pitch stood out as a complete strategy for the smooth launch of our brand into the market and people’s minds.”