National Food

Creative brief of Eid wala Ad

Primary Aim

Evoking and taking back to Pakistan’s traditions. Taking Back to our cultural values and traditional norms
which are gradually forgotten by us. Reminding Pakistan’s TRUE lifestyle and traditional taste of food

Key Objectives

 Creating a link of national foods recipes with Eid.

 Revival of culture and traditions (roots from India)
 Reminding consumers about the brand which is a very core aim of every brand
 Recalling about the traditional food masala range offered by national food especially on the religious occasion of
Pakistan.

Secondary Objectives

 Generating higher revenues (sales)

 customer relationship
 Creating brand and company awareness

Bull’s eye

Primary Target Audience

 Geographic Area: urban and semi urban

 Income Group: Upper-middle and middle
 Gender: Adult and old Females. (Mothers and grandmothers)
 Age Group: 40 and above
 SEC: A+ A , B+ and B
 Social Status: house women

Secondary Target Audience

 Geographic Area : rural and semi urban

 Income Group: upper-upper and lower -lower
 Gender: male and females
 Age Group: Young, teens, newly married girls
Target Audience – Emotional

Specific Habits

 In Pakistani society younger people always give high respect to elders and give more importance
to elders decisions due to their experience.
 Most of our Grandmothers are from India, and Indian traditional food is worldwide famous
therefore Pakistani cultures have their roots from india.
 Nanis and Dadis are always famous for preparing delicious food by using original herbs for the
ingredient. Young women, newly married girls and young girls usually seek help from our nani’s
and dadi’s (grandmothers)
 The foods prepared by them are always “ronaq of Dastarkhuwaan” on Eid and other festivals.
 National foods not only cater the A+ to B audience but by to lower income audience by small
sachet pack available at nearly all small retail shops.

Key Problems

 People reluctant to by packed masalas

 People thinks that packed masalas do not give the real taste and may contain chemicals which
give artificial taste and color.
 Real taste only come from open herbs and spices grinned by “sil and batta”

Proposition

Unique selling proposition

Traditional mixture of natural spices (masala) which are of good quality

Rational proposition

 Product layout
 product shape and size
 Image or picture print on it.
 Different product category brand offers

Emotional proposition

 Respect of precious relations

 love between family members and love for relatives living abroad
 Respect of elders
 Emotional bond with the traditional food prepared by mothers, old nanis and dadis.
 Younger members of family (both male and female) also giving importance to long distance
relationships.
The Equities

Platform

Representing a true flavor of indo-pak culture, soft qwali as a background music which is common in
both the countries, use of pure Urdu language and food range common in both the countries, special
food prepare for festival like eid (non-veg and veg)

Physical Elements

 Colorful printed food dishes packs and sachet of different product range
 Economy Pack: biryani, qeema, qoorma, koftay, pulao, salan, achar ghost, paai, tikka, shami
kabab, bayhari kabab, qorma mix, lal mirch powder , haldi powder, dhanya powder etc
 sachet pack: nargisi kooftay, biryani, qeema, qoorma, koftay, pulao, salan, achar ghost, paai,
tikka, shami kabab, bayhari kabab, qorma mix etc

Emotional Elements

 Love between family and relatives

 indo-pak common culture
 Admiration between family members
 respect and opinion seeking from elders

Above the line

Terrestrial:

 PTV
 PTV Home
 PTV Global
 PTV world
 A-plus

Satellite:

 Ary Digital
 Geo Entertainment
 T.V one
 Express Entertainment
 Hum TV
 ARY Zauq
 A-Entertainment
 A-lite
 Masala TV
 Indus Vision
 Metro one
  Ronaq TV

Cable

 MPC
 KCS
 Bells

Print

Dailies:

 Jang
 Express
 Dawn
 The News

Weeklies

 Akhbar-e-jahan (by jung from Karachi)

 Express sunday magazine
 Family (from Lahore)

Monthlies

 Monthly Zanjeer (Lahore)

 Mahana Kitchen (Karachi)
 Dalda ka dasterkhooan
 Masala Tv Magazine

Radio

 FM 101
 FM 100
 FM107 (Karachi)
 City Fm89 (Lahore)
 FM 103

Out Of Home

 Conventional hoardings / billboards

  Pole signs
 Transit Advertisement
 Guerrilla Advertisement
 Banners
 Shop signs
 Gantries
 Building wraps
 Auto wraps
 LEDs
 Flash Mobs

Point of Sale

Premises base :

 Decorating the entrance of super markets with Buntings

 Design floor from entrance till product rack
 Decorating trolleys in traditional way ( I think here im giving ideas to agency, which is not
correct)

Off Premises:

 posters and
 penaflex stands

Non Traditional Media

 Ad on Food channel’s website

 kiosks at expo centre and super markets like aghas, metro, mecro, imtiaz and naheed.

Below the line

Event Based

 Non Calender: Celebrating a day specially made for traditional food day.
 Calender: Eid, Reality Based cooking contest

Non Event Based

 Stalls at various shops and super markets where selling also be done.

Creative Consideration

Tone and Manner

  Sweet
 Lovely
 Pure Urdu
 Decent
 Musical

Brand Image

 Pure and reliable and with traditional taste

Media Monitoring

Direct Competitors

 Shaan Foods

Indirect Competitors

 Restaurants,
 Ready to eat food

Related Concept

Single Minded Proposition

 Quality food product which deliver real traditional flavor of food

Timeline

 two weeks before Ramadan.

Positioning

 Provides true flavor of traditional food by using natural spices and herbs

Association

 Tradition and culture of Subcontinent