• by Fern Siegel , July 19, 2024

Altro Food USA, a plant-based meat alternative brand, named SweetScience Marketing, a performance-marketing agency, as its agency of record.

The remit is to build brand awareness and drive consumer adoption of Altro's plant-based products in the U.S. market.

Dominique Debroux, General Manager of Altro Food USA, said the agency's "data-driven approach and experience in CPG, health and wellness align perfectly with our mission to offer delicious, healthy plant-based options that don't compromise on flavor or texture."

The partnership will focus on a multichannel marketing approach, including digital advertising, influencer partnerships, ecommerce and targeted consumer-generated content. The agency begins its first in-market testing in August.

"Altro Food represents the next generation of plant-based meat alternatives, and we're excited to help them carve out their place in this competitive landscape," said Tom Conti, CEO of SweetScience Marketing.

Altro Food USA is the American subsidiary of Diemme Food in Milan, Italy.

SweetScience Marketing is headquartered in Philadelphia, with offices in Washington, D.C., and Austin, Texas. Its client work includes PNG, Iceland Air, Symetria Health and Amazon.