Ketchup campaign seeks to expand ketchup usage and frequency
New National Ketchup campaign seeks to expand ketchup usage and frequency
Posted on July 19, 2013by Aurora
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National Foods recently launched a campaign for National Ketchup, highlighting the different SKUs (sachet, pouch and bottle) available. Launched just before Ramazan (the peak season for ketchup sales) the theme of this year’s campaign is ’Ketchup zaroori‘ (last year’s campaign focused on ‘the real tomato experience’).
The new campaign also marks the first time that the company is promoting its 100g sachet to end consumers; this, along with the 10g sachet has been available in restaurants for some time now.
Aurora asked National Foods and IAL Saatchi & Saatchi (National Foods’ creative agency) to tell us more about the campaign.
But first, here is a look at the TVC… – National Ketchup TVC 2013
A word from the client – Adnan Malik, Head of Marketing, National Foods
On the theme ‘Ketchupzaroori‘: “As National Foods is the category leader in ketchup [with 51% market share] we feel it is our responsibility to develop the category and increase consumption. Hence we have shown a variety of consumption moments, highlighting the different foods that ketchup can be consumed with. The message ‘ketchup zaroori’ is aimed at communicating the same. We have not just said ‘ketchup zaroori’, we have said ‘National Ketchup zaroori‘ hence our campaign is not promoting the category but the National Ketchup brand specifically.”
On promoting the 100g sachet to end consumers: “We have had the 100g sachet for a long time but have never promoted it before. Our sachet SKUs (10g and 100g) are generally used and distributed by hotels, restaurants and fast food chains. However we want to encourage impulse buying for this SKU and thus promoted it to the general consumer. Showing this SKU in the lunch boxes of kids is based on the insights we gathered from a U&A study we conducted across Pakistan whereby we learned that mothers often put these
Posted on July 19, 2013by Aurora
Rate This
National Foods recently launched a campaign for National Ketchup, highlighting the different SKUs (sachet, pouch and bottle) available. Launched just before Ramazan (the peak season for ketchup sales) the theme of this year’s campaign is ’Ketchup zaroori‘ (last year’s campaign focused on ‘the real tomato experience’).
The new campaign also marks the first time that the company is promoting its 100g sachet to end consumers; this, along with the 10g sachet has been available in restaurants for some time now.
Aurora asked National Foods and IAL Saatchi & Saatchi (National Foods’ creative agency) to tell us more about the campaign.
But first, here is a look at the TVC… – National Ketchup TVC 2013
A word from the client – Adnan Malik, Head of Marketing, National Foods
On the theme ‘Ketchupzaroori‘: “As National Foods is the category leader in ketchup [with 51% market share] we feel it is our responsibility to develop the category and increase consumption. Hence we have shown a variety of consumption moments, highlighting the different foods that ketchup can be consumed with. The message ‘ketchup zaroori’ is aimed at communicating the same. We have not just said ‘ketchup zaroori’, we have said ‘National Ketchup zaroori‘ hence our campaign is not promoting the category but the National Ketchup brand specifically.”
On promoting the 100g sachet to end consumers: “We have had the 100g sachet for a long time but have never promoted it before. Our sachet SKUs (10g and 100g) are generally used and distributed by hotels, restaurants and fast food chains. However we want to encourage impulse buying for this SKU and thus promoted it to the general consumer. Showing this SKU in the lunch boxes of kids is based on the insights we gathered from a U&A study we conducted across Pakistan whereby we learned that mothers often put these