MUMBAI: TenderCuts, the fresh meat, and seafood start-up backed by Paragon Partners and NABventures has released its first multi-film campaign focusing on the functional aspects of the brand.

The multi-film campaign conceived by Lowe Lintas Bangalore banks on humour to communicate the key features of the brand's offering. It relies on how Indians are extremely particular about their food from visiting markets early in the morning for sourcing fresh produce to eating on the day it is cooked – most have their own rules when it comes to food. The campaign aims to highlight how the brand’s eco chain is built to keep the meat fresh.

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

The film also aims to showcase that the meat comes fresh to the store and is cut only after an order is placed, which keeps the meat fresh. “The campaign is rooted in research. It is a beautiful, light-hearted, and memorable take on our USPs of ‘freshly cut after your order is received and, “cut the way you love it,” said TenderCuts chief marketing officer Aruna Jathar.

Lowe Lintas regional creative officer Puneet Kapoor said, “Being a brand that’s all about customer delight the task was to create something that was close to the heart. ‘Cut the way you love it’ sums that up nicely. And the films are all about celebrating the love for TenderCuts, whether it is the fact that they are an omnichannel or that they have the freshest locally sourced meat. Or even the fact that they have such a wide variety of cuts.”

An integrated campaign covering TVC, Digital, Print, and OOH will run in all three markets.