CLIENT
Shan Foods
Yousra taj, Brand manager, Shan Foods
Sikander Tiwana, CEO, Shan Foods
Sidra sheikh, marketing manager, Shan Foods
AGENCY
Naved Qureshi, General Manager, Ogilvy&Mather Pakistan
Asim Naqvi, CEO, Ogilvy&Mather Pakistan
Zahra Fatima Ali, planning director, Ogilvy&Mather Pakistan
Haniya Hasan, Associate account director, Ogilvy&Mather Pakistan
Sameed Anis, Sr. Planner, Ogilvy&Mather Pakistan
SUMMARY
How does a regional brand make itself big nationally?
This is the story of how Shan, a dominant player in food mixes in Pakistan’s Southern region, eschewed the conventions of food marketing (i.e. taste bringing families closer), to win over progressive women by taking on an issue of national interest. Elevating the role of food mixes to a bridge across cultural barriers, boosted its brand power ahead of the market leader, accelerating national sales by 17%, surpassing its annual target in half the time, and outgrowing the category by 10%.
