Campaign details

Brand: Shan Foods
Brand owner: Shan Foods
Lead agency: Ogilvy Pakistan
Country: Pakistan
Industries: Convenience, readymade
Media channels: Outdoor, out-of-home, Social media, Television, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

Shan Foods, a food mixes brand that tops the list in Pakistan's progressive South, managed to take over the reluctant and tradition-proud Punjabis by challenging the patriarchal splits in the region through its communication – in the process accomplishing an astounding 26% sales growth and a 2.7% increase in its national market share that successfully turned it into a national leader in the category.

For a country that is one of the most ethnically diverse in the world, it's no surprise that food tastes are quite varied across different regions.

Such was the problem for Shan Foods, a household name in Pakistan's progressive South but suffered a negative bias in the tradition-proud province of Punjab where Punjabis believed Shan's products to be too distinct from their preferred taste palettes, instead favouring the competition.