BACKGROUND
GAIN was launched at the UN in 2002 to tackle the human suffering caused by malnutrition. GAIN is a global, Swiss-based foundation that mobilises public-private partnerships and provides financial and technical support to deliver nutritious foods to those people most at risk of malnutrition. Our programs in Africa and Asia enable better diets via nutritional products, such as fortified staples foods, including cooking oil and flour, and condiments like salt and soy sauce. We also support improved maternal and infant health by promoting breastfeeding and specialised products for infants over six months and young children. In addition, we partner with local businesses to improve the quality of food along agricultural value chains. By building alliances that deliver impact at scale, we believe malnutrition can be eliminated within our lifetimes.
GAIN contributes to fighting malnutrition in Ethiopia through innovative and sustainable models that increase access to affordable nutritious foods among communities vulnerable to malnutrition and is currently implementing a project called Access to Better Dairy Project. This project emanates as part of the Nordic Partnership which brings companies, civil society, academia & the public sector together to focus on developing scalable & inclusive business models for solving the sustainable Development Goals (SDG) challenge to end hunger & malnutrition.
The main objective of this project is to catalyse market development of one dairy value chain in Ethiopia. This is achieved through technical support to (private) dairy sector partners for the development and marketing of a fortified dairy product targeting select communities with the aim of improving nutrition.
The main objectives of the product development are:
For this purpose, GAIN has selected LONI Agro Industry- a local dairy processing company to supply the required fortified yoghurt and work on building the capacity of the company through technical support in engaging with the dairy farm processing, production, key product development and the demand creation to reach the target consumer. This Yoghurt is intended to also be produced in multiple flavours to reach a wide range of target groups specially focused in children 3-7 years.
PRODUCT OVERVIEW
The affordable yoghurt known as VITERGO is fortified with vitamin and minerals which will be launched into the market firstly in two flavours with the primary promotional target of children. The product is targeted to be positioned in kiosks, supermarkets, dairy shops and Kaldis shops as primary access points for the target consumers. The brand identity, packaging and primary communication material has been designed along with a promotional strategy on how to launch and position it in the target market. This activity will be an extension towards further designing supportive communication materials focused for above the line (ATL) and below the line (BTL) market activations for brand awareness and positioning of the product.
SCOPE OF WORK
The Creative Agency will be tasked with designing and production of the agreed promotional materials based on the developed communication strategy by GAIN in collaboration with LONI Agro Industry.
Accordingly, key activities of the assignment addressed in this ToR are:
1. To provide creative concepts for promotional tools design based on the provided brand guideline and primary communication elements of the approved yoghurt brand.
2. To develop specific ATL promotional tools to launch the product and sensitize the market. i.e.
3. To design specific BTL promotional tools for visibility and market activation activities to be conducted by LONI
4. To test the developed promotional tools of sample target consumers in Lideta and Kirkos sub-cities for any improvements to be made to come up with the most relevant and emotionally appealing creative advertisements.
To address the deliverables above, the agency is expected to develop the methodology and tools which considers the following.
DLIVERABLES AND TIMELINE
Activities | July-August |
Creative concept delivery for ATL and BTL promo design | |
Script and Content delivery for TV promo and jingle | |
Design BTL communication and visibility materials as per the required list of items. | |
Provide feedback upon testing the designed tools for improvement | |
Submit final design of all required promotional tools both for ATL and BTL activity. |
N.B Agency is to provide a detail timeline with dates within the scope to the above work plan
AGENCY QUALIFICATIONS
INSTRUCTIONS FOR APPLICATION
NB: All consultancy payments are subjected to 2% withholding tax for registered consultancy firms.