NATIONAL SQEEZY

National Foods Limited set out to introduce its new top-down squeeze bottle for tomato ketchup — a user-friendly shift from traditional glass packaging.

While functionally superior, the challenge was strategic: how do you communicate ease, safety, and fun in a category long dominated by adult-focused messaging around taste and quality?

The goal was to build relevance among kids — ketchup’s biggest fans — while reassuring parents with safety, cleanliness, and convenience.

Kids love food, but they love fun even more. Mealtimes become mini adventures — and sometimes mini disasters — when traditional bottles are involved.

Research revealed a dual insight:

• Children are drawn to interactive, playful eating experiences.
• Parents worry about glass bottles, spills, and mess.

The new top-down Squeezy bottle could solve both — and spark joy.

To bring the smart functionality of National’s top-down ketchup bottle to life, we created an energetic, kid-first campaign built around the playful idea: “Use your brain, not your strength.”

We didn’t just sell a bottle — we told a relatable story every Pakistani kid (and parent) knows too well.

Anchored in school hostel lunch room  — where messy, everyday ketchup struggles are real with tradtional glass bottles— shirts stained. Kids frustrated. Tempers rising.

And then — one smart kid pulls out Squeezy. One clean squeeze. No stress. No mess. Just joy.

Infused with humor, catchy lyrics, and fast-paced visuals, the story positioned National Squeezy as the clever, no-mess, no-stress choice. A moment of meal-time chaos becomes a celebration of smart living, where a single squeeze saves the day.

“Laga Reh, Laga Reh… Dabao, Lagao, Kahjao 

This anthem became a memorable hook — with funny, fast-paced visuals and a hero moment that kids could both laugh at and aspire to.

To amplify the message further, we introduced upside-down billboards and inverted magazine ads, turning the bottle’s benefit into a disruptive visual cue — a literal twist that mirrored the innovation.

The result? A functional product turned into a clever mealtime hero, with Squeezy becoming a modern symbol of playful ease and smart everyday choices.

High Recall & Engagement: “Squeezy” caught on with kids and became a recognized mealtime favorite.

Increased Consumer Interaction: Boosted visibility in-store and on-shelf, especially among children and parents.

Elevated Brand Relevance: Moved National’s ketchup from “just another brand” to a smart, ownable platform.

Expanded Market Share: Differentiated in a cluttered market by blending functionality with fun.

National Squeezy was more than a packaging upgrade — it was a brand evolution.

By humanizing the product, creating a character kids could love, and designing a campaign rooted in play, convenience, and cultural familiarity, we delivered more than a message — we inspired smarter behavior.

“Life Karay Easy” became more than a slogan — it became a shared belief. A ketchup revolution squeezed into one smart, joyful moment.