Ketchup campaign seeks to expand ketchup

The message catsup zaroori is aimed at communicating the same. We have not Just said kand so forthup zaroorl, we have said National catsup zaroorl hence our campaign Is not promoting the category but the National cetchup brand specifically. On promoting the 100g sachet to end consumers We have had the 100g sachet for a long meter but have never promoted it before. Our sachet SKUs (log and 100g) atomic number 18 generally used and distributed by hotels, estaurants and fast food chains.However we want to encourage impulse buying for this SKU and therefore promoted it to the general consumer. Showing this SKU in the lunch boxes of kids is based on the insights we collected from a LJ&A study we conducted across Pakistan whereby we learned that mothers often draw up these sachets in their kids lunch boxes. On out of office and inside home ketchup consumption habits The sachet SKUs atomic number 18 generally consumed out of home as they are easy to carry on the go. The bottle an d pouch are consumed inside the home and often in arty and dinner settings. A word from the agency Umair Shams, Account Manager, IAL Saatchi Saatchi On changing consumer behaviour for ketchup There Is a simple consumer truth In this category Pakistanis are obsessed with condiments. However, tnere Is a speclTlc conolmenvsauce tnat goes wltn eacn T example imli chutney is consumed with dahl baray, zeera raita with pulao etc. We wanted the Pakistani consumer to make an exception when it comes to National Ketchup and decant it on anything and everything.Therefore, National Ketchup being the market leader has move to expand the usage and frequency of ketchup by showing a variety of snacks and foods that ketchup can be consumed with. The strategy was to show that ketchup is one versatile condiment, and when its National Ketchup, there really are no rules. On the campaign Jingle The Jingle is composed and sung by Shula Hyder from Speed of Sound. Hyder has developed great music for Nat ional Foods over the years which includes AaJ Yeh Kounsa Mehmaan Aaya and Rung Bharti Jao.