Brand Talk: National Food is the King of food brands.

An ordinary consumer has no idea of marketing jargon. And how should he/she? Jargon, as defined by the Oxford Dictionary, means 'special words or expressions used by a profession or group that are difficult for others to understand'. So, generally speaking, an ordinary consumer has no idea what 'Brand of the Year Award' or 'Brand Elections' stand for.

This was the first thought that went through my mind when I saw this ad of National Foods in DAWN the other day. The first thing that attracted me was the pink color. If the agency sold the color on the premise that it would grab attention, full marks to them. I have to admit, though, that the pink color was a refreshing change from the usual but the pink font wasn’t such a brilliant idea. 

This print ad was an announcement of National Foods' triumph over all other food brands in Pakistan. It is, according to the ad, the leading brand in five categories which are shown, donning crowns.

So what does this ad communicate to the consumer? Yes, it does send across the message (loud and clear) that National Foods is the best. So, ideally speaking, a user of any National Foods brand will feel a surge of pride because the brand in his/her kitchen is the best brand in Pakistan. Does this make for quality coffee table conversation? Maybe it does, depending on where the coffee table is!

Similarly this ad will, again ideally speaking, entice the non-user to rush to the nearest superstore and buy National Foods products. Okay, maybe this was a little too ideal!

This ad does create awareness. Firstly, it makes consumers [and here I am talking of an ordinary consumer who does not know marketing jargon or read Aurora magazine] aware of the entire range (almost) of National Foods. Secondly, it gives a good impression. It is a sort of ‘quality seal’ which reassures users that they’re buying the best there is in Pakistan. We all want to use the best brands, especially when it comes to food, so the ordinary housewife, who used National Foods will lift her head up high (especially if her mother-in-law always used Shan and would scoff at her daughter-in-law’s choice). Thirdly, and maybe most importantly, this ad is not aiming at generating sales. It is trying to generate goodwill by thanking its consumers for casting their votes. Consider this ad as a thank you speech.

But how did National Foods become the number one brand? Who were the people who casted their votes? Is this for real or some tomfoolery on the part of the brand? What is ‘Brand Election 2010’? These are questions which the consumer might think of, some consumers more than others (honestly, who has the time to ponder over a pink print ad?). A link to the Brand Elections website (besides their minuscule logo on the right hand corner) could have answered all these questions. Brands (and here I’m referring to companies and research agencies) need to educate consumers and the web is a great way of doing that. If consumers know the authenticity and the details of such research efforts, they will appreciate their brands even more. Because, honestly speaking, in our country anyone can claim to be the best without any proof and most people believe it.

I came to know about Brand Elections through the Aurora magazine  which featured an interview with Shoaib Qureshy, Chief Strategy Officer, Bulls Eye Communications and the mastermind behind this effort.It’s a pity that in this day and age, we still don’t use the web as much as we should.

I wonder why? In the mean time, I am surging with pride thinking of my National Hyderabadi Mixed Pickle as the best in Pakistan. What joy!