National Foods Limited

Wajahat Eijaz, Marketing Manager
Hatif Yousuf Khan, Senior Brand Manager
Nida Siddiqui, Assistant Brand Manager
Mahmood Nanji, Director Strategy, Marketing & International Division

IAL SAATCHI & SAATCHI *Lead Agency

Batool -E-Azra, Business Director
Ayaz Moin, Director Strategy
Fizza Shah, Associate Creative Director
Armenay Shehzad, Account Executive

National Foods was a relatively new player in the Mayonnaise category. With the mainstream acceptance of global cuisines and influence of internet, the modern homemaker feels encouraged to try newer things and that has necessitated the adoption of novel flavors, including Mayonnaise. However, Young’s dominated the category and pushed National into the unfamiliar challenger role. With this campaign, NFL set about gaining a foothold, drive conversion and market share from Young’s and establish brand relevance.  Success was reflected in the campaign results with a two-fold increased market share.