Dayfresh, a key player in the dairy sector, ventured into the saturated Dairy and Non-Dairy Cream market with its innovative twist-cap packaging, unlike competitors' standard Tetra Pak. However, the market faced challenges: limited consumer interest, restricted usage in select dishes, and generic brand communication leading to weak emotional connections and low switching motivation.

Atnr tackled the challenges with the insight that Pakistani homemakers seek variety, not limitations. The campaign's big idea—Be More with a Creamy Twist—came to life through a DVC showcasing Dayfresh Dairy Cream’s versatility across diverse recipes and moments. The ad subtly highlighted the twist-cap USP while delivering a deeper message of empowerment and breaking gender norms, featuring confident home bakers and men actively participating in the kitchen.