The empathy for Pakistani mothers led us to understand their daily struggles with time-pressed routines and children's breakfast challenges. Mornings often began with polite requests for children to eat, quickly escalating to begging. Despite the desire for children to have a nutritious glass of milk, mothers frequently faced defeat. 

This is where Nurpur came in. Nurpur scored the highest in a blind taste test, proving it has the best-tasting product, leaving competitors behind. This superior taste was Nurpur’s key differentiator, as category insights revealed that consumer loyalty was primarily driven by "liking the taste." If taste is the unlock, Nurpur holds the key, allowing mothers to win over their mornings. 

Tasty, Delicious Nurpur Saves the Day 

Famous

Keeping the research findings front and center, Grey Pakistan partnered with Nurpur and devised a campaign that allowed them to break the façade around bright and happy mornings—which most mothers do not relate to. The campaign issued a rallying cry to adopt Nurpur, helping mothers avoid defeat and triumph in their quest to provide their child with the nutrition he/she needs. 

The brand leveraged its superior taste credentials to drive behavior change in the category, convincing moms that a taste improvement through Nurpur was much warranted. This was encapsulated in the campaign idea “Breakfast Badlo” – ‘transform your breakfast’. 

The campaign reached consumers through TV, Digital, and Retail. Strategically surprising viewers, the TV appeared during the popular Asia Cup, as the only dairy brand present. And a strong presence in the retail space ensured a continuous consumer journey and the perfect way to showcase the new brand packaging. 

Effective

• 44% engagement rate (Meta) against industry benchmark of 1%-5% 

• 59.5% View-Through-Rate (YouTube) against an industry benchmark of 20% 

• Meta: 15M reach, 5x frequency 

• YouTube: 22.5M reach, 4x frequency