With over 250 products in over ten major categories, National Foods Limited (NFL) has been a staple in the homes of Pakistanis and other subcontinent nationalities for over 50 years. In a bid to reach its customer base in North America, the Pakistani-owned food products company launched a direct-to-consumer (DTC) store to ensure contactless delivery.
These two groups have plenty in common, from reasons to immigrate to religion, language, food, to culture. And while they adapt to their new lives, the culinary tastes of this immigrant group seldom change, which is where nostalgia comes in.
Representing about 0.169% of the US population at the time, in 2019 the United States Census Bureau estimated that 554,202 people in the US self-identified as Pakistani Americans. Meanwhile, Statistics Canada estimates that 202,260 people in Canada self-identify as Pakistani Canadians.
In May, Brainchild launched a 2nd party data hub through premium publisher partnerships after months of experimenting with a data-backed targeting methodology.
The team at BCP was able to reach 50% of the targeted group for NFL, with the male to female split being 68% and 32% respectively, bearing in mind equal roles in grocery shopping and decision making in the household.
“The best practices employed by the Brainchild team ensured that using the inventory from branded data providers to scale targeting campaigns, they were able to create a unique set of in-market, highly brand-related consumers,” said Rizwan Ali, head of digital & media at National Foods Limited (NFL).
This approach helps advertisers create optimized brand messaging based on insights and analysis gained from audiences built with second-party data.
