54394436 Creative Brief for National Foods EID AD

8/13/2019 54394436 Creative Brief for National Foods EID AD

1/4


2/4

Younger and middle age generation always refer to old age female members of the family, grand parents ,mother in law etc.

The tradition of food/royal food items with special pure ingredients emerged from the Indian subcontinentsand further continued in Pakistan

Proposition

USP:

Quality ingredients that are pure & natural and are the essence of our traditional food

Rational Positioning:

Packaging, range of products, aroma, color etc.

Emotional Positioning:

Family values, love and respect and indepth close association of family members based on their choice of food.

the aroma

The Equities

Platform:

Family valuesplustraditional music depicting the essence of subcontinent/old eastern flavor (kalam)

Physical Elements( you guys can combine with emotional propositions)

Famous National Foods recipe mixs such as the Qorma Mix, Biryani mix, Zarda mix etc.

Emotional Elements:( ( you can combine with rational propositions)Family values, respect for elders, the roots of our history and tradition from the pre-partition/subcontinent era

ATL

Terrestrial

PTV, ATV, ATV plus

Cable

Geo, ARY Zauq, Masala TV, AAJ, TV One

Media Vehicles

MPC, World Call, Jang

Print

News papers:

DAWN

Jung


3/4

Express

Magazines

Akhbar-e- Jeahan Fmaily Herald Masala Tv magazine

Radio: radio

Pakistan, FM 107( Karachi 107 FM 100 Fm 101

These are the main ones to achieve wider listenership

OOH:

Pillar wrappings Billboards Vehicle graphics. Transit Adv: especially BUS stations and railways stations as travelers usually take food from their homes

to consume during their journey..

Standees etcBTL

Stalls: Dawn lifestyles stalls exp kiosks You can add up of your own as well.

Event Based:

Calendar: Eid, cooking contest amongst girls collegesetc. especial setups in colleges or exhibition at expo.

Non calendar: add up of your own such as Eid rang national foods k sung.. and associate one particular date n daywith the concept where national can celebrate the spirit of our long lost eastern/royal foods tradition etc.

Market Considerations

Seasonal effect:

Qorma mix, biryani mix, zarda mix have high demand during eid and other family gatherings where traditional

meals are cooked.

Distribution effect:

Sufficient amount of stock is there on such occasions

Creative considerations:

Tone & manner: very eastern and sober and dignified in accordance with the primary TA age group.

Media monitoring :


4/4

Direct competitor: SHAN, liquid gravy etc.

Indirect competitor: readymade food, frozen food, restaurants, cafe

SMP:national foods has continued our tradition of eastern flavor food and cultural values

Timeline:

1 week before Ramadan

Mandatory:

National foods color association Logo Tagline

Documents

54394436 Creative Brief for National Foods EID AD