Plant-based meat start-up has Blue Tribe Foods has announced that it has awarded integrated marketing mandate to Chimp&z.

According to the agreement, Chimp&z will be responsible for creating a complete digital marketing strategy including social media, creatives, performance, ORM, search engine optimisation, (SEO), public relations, and web development.

It will also create a new e-commerce platform for the plant-based meat manufacturer.

The works will be executed by Chimp&z from its headquarters in Mumbai.

Chimp&z Inc co-founder and CEO Angad Singh Manchanda said: “Chimp&z 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.”

Prior to being selected by Blue Tribe, Chimp&z partnered with various brands such as Unicef, Discovery Communications, TLC India and Religare Health Insurance.

Blue Tribe Foods was founded by Alkem Labs promoter Sandeep Singh and Nikki Arora Singh.

The company claims that its ready-to-cook (RTE) frozen plant-based meat products taste, look, feel, and cook similar to meat.

Blue Tribe co-founder Sandeep Singh said: “about 60% 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 replac 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.”