Creative Brief

HALEEB

 Problem:

The basic problem that the company HALEEB faces is that most people haven’t heard of the
company and are unaware that it exist. Due to the lack of communication, ads, promotion etc.
Their competitors on the other hand like OLPER, Milkpak, Nurper. The main reason their
competitor have an upper hand is the reason that they properly promote and target their audience.
Their TV ads keep people aware that the company exist and especially on special occasions like
Ramadan and EID the company like OLPER release TV ads with attractive campaigns. Haleeb on
the other hand fails to take advantage of this situation and due to this suffer losses.
The other major problem is the fact that HALEEB is not telling the reason or promoting the
reason that how they are superior than their competitors. As OLPERs release TV ads promoting
that how their milk is pretty hygienic. This lack of communication has led to people choosing
Haleeb’s competitors over them.

 Target audience:

The company’s target audience should be the users who already consume Milk on the regular
basis especially people who get their milk by milk suppliers. This may include children as well.
Since Pakistan is mostly culturally oriented, the fact they show to the people that Haleeb is indeed
pure milk, they can benefit from the fact.
 Consumer insights:

Our milk would basically serve as a strong emotional appeal for our respective target audience,
these may include children, young teens, housewives and homemakers. It would act as symbol
especially for children to grow stronger and healthier and how they may create a stronger family
bond. It may act as a symbol of nostalgia for the people that grew up using this product.
 Brand imperatives:

Our company is pure desi milk guaranteed It's packed with important nutrients like calcium,
phosphorus, B vitamins, potassium and vitamin D. Plus, it's an excellent source of protein. Which
are the main components to maintain a healthy lifestyle as they help boost mind, prevent diseases
and strengthen their bones increase their overall strength mentally and physically. We will offer
loyalty cards for our loyal customers so they’ll feel important and cared for.

 Communication objectives:

Our main goal will be to adapt to our customers beliefs and overall perceptions, expectations of
desi pure milk. Our milk would bring about a psychological influence in way that the audience
will feel connected and cared for through by our advertisements. Our product would come in
 the need of belongingness. Our desi milk would have an overall cultural influence by touching on
norms, values, festivals etc.

 The proposition or selling idea:

Our main goal is to collaborate with food panda, Cheetay and other Online platforms. As people
want milk in comfort of their own homes. It would be a great initiative to introduce loyalty cards
for our customers. These loyalty cards will introduce new and exciting offers etc.

 Support:

The process of ordering and receiving milk on our doorstep has become more of a tradition
these days. Especially in this generation where comfort and convenience is key. So due this
reason it will be beneficial to collaborate with cheetay, food panda, panda mart etc. So they can
order milk in the comfort of their home.

 Creative direction:

We should introduce new and attractive hashtags and be attractive and active on social media
platforms. And do collaborations with celebrities and health minister to get the consumers trust.

 Media imperatives:

In this age where social media is everything it is best that we should introduce our campaigns on
social media platforms like Instagram, Facebook, TV ads when family is together. We should
introduce these ads in festive days like that of EID, Ramadan etc. To improve overall sales and
attention.