Daily Foods has been in the Indian market for more than 3 decades with a range of food products ranging from snacks, sauces, jams and ice cream. They have all been branded under the umbrella brand name of “Daily”. They have been operating in the affordable segment. Given that consumers are now looking to upgrade and willing to spend more for value-added products and higher perceived quality, Daily is looking at launching a premium range. This will also add to Daily’s bottom line as this range will enjoy better margins.

Come up with a compelling print campaign to establish the premium range, differentiate from the existing affordable range and set Daily Foods on its premiumisation strategy. Also, present your strategy on the branding for the premium range keeping in mind that “Daily” is a well-established name and has a strong equity in the market.