PROJECT BACKGROUND AND SCOPE OF WORK
ABOUT GAIN
The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based foundation launched at the UN in
2002 to tackle the human suffering caused by malnutrition. Working with both governments and
businesses, we aim to transform food systems so that they deliver more nutritious food for all people.
At GAIN, we believe that everyone in the world should have access to nutritious and safe food. We work
to understand and deliver specific solutions to the daily challenge of food insecurity faced by poor
people. By understanding that there is no “one-size-fits-all” model, we develop alliances and build
tailored programmes, using a variety of flexible models and approaches.
We build alliances between governments, local and global businesses, and civil society to deliver
sustainable improvements at scale. We are part of a global network of partners working together to
create sustainable solutions to malnutrition. Through alliances, we provide technical, financial and
policy support to key participants in the food system. We use specific learning, evidence of impact, and
results of projects and programmes to shape and influence the actions of others.
Headquartered in Geneva, Switzerland, GAIN has representative offices in Denmark, The Netherlands,
the United Kingdom, and the United States. In addition, we have country offices in Bangladesh,
Ethiopia, India, Indonesia, Kenya, Mozambique, Nigeria, Pakistan, and Tanzania. Programmes and
projects are carried out in a variety of other countries, particularly in Africa and Asia.

1. Background
Pakistan faces acute malnutrition challenges, with dietary diversity and access to affordable protein
sources being a major gap. At the same time, large quantities of whey water from the dairy industry are
wasted, creating both environmental and economic challenges.
The Whey2Value Project, led by GAIN in partnership with Arla Food Ingredients (AFI), Danish Industry
(DI), and local dairies, seeks to address this issue by repurposing whey water into affordable,
nutritious whey-based products.
This initiative aims to:
• Reduce food waste by converting whey into valuable nutrition.
• Provide affordable, protein-enriched products to consumers.
• Develop a scalable and sustainable business model for local dairies.
The project will be piloted in selected cities with a soft launch in 2025 and a national product launch
in 2026.

2. Objectives
Increase Public Awareness
• Increase public awareness on whey-based drinks and other whey-based products
• Communicate the nutritional benefits of whey-based products.
• Educate parents, youth, health professionals, and the general-public about whey protein as a
healthy, sustainable option.
• Highlight the environmental benefits of reducing whey waste.
Drive Product Adoption
• Achieve a trial purchase rate of 5% within 3 months of trials linked to the product launch of 2
partner dairies by encouraging consumers to adopt whey-based drinks/snacks as part of their
diets.
(November 2025 & March 2026).
• Build trust and a positive brand image.
• Use digital and traditional media to generate excitement around the soft launch (Nov 2025) and
sustain momentum until the full launch (June 2026).
Strengthen Market Linkages
• Build partnerships with distributors, retailers, supermarkets, and institutional buyers (schools,
offices) and Support at least 2 partner processor to secure a distribution agreement with at
least 1 national retail chain
• Support local dairies in positioning the product in modern and traditional retail channels.
• Empower Local Dairies and SMEs Enhance market reach and sales of partner dairies.
• Provide tailored technical support/trainings on marketing and distribution strategies to at least 2
partner processors.

3. Scope of Work
The consultant/firm will be responsible for:
Social Marketing Strategy
• Design and implement a mix method approach to conduct consumer research to assess
awareness, perceptions, and preferences for whey-based products.
• Develop messaging tailored for soft launch (Nov 2025) and full launch (June 2026).
Content Development
• Create communication materials (BCC communication tool kit including video, audio, digital,
messaging guides, print) to highlight the health and sustainability benefits of whey-based products.
• Develop launch campaigns including teasers, influencer collaborations, experts and consumer
engagement activities.
Campaign Execution
• Roll out awareness activities across social media, radio, TV, and on-ground activations.
• Engage influencers, nutritionists, and community leaders for advocacy.

Market Linkages

• Map local and National distribution channels and identify and develop partnerships with key
retailers, distributors, and food service providers.
• Create visibility and placement strategies for retail environments.
Monitoring and Evaluation
• Track campaign reach, consumer engagement, and sales performance.
• Provide monthly reports and a final impact assessment.

4. Expected Deliverables
• Consumer research report including baseline and endline with statistical analysis and monthly KPI
dashboard
• Social marketing strategy and implementation plan.
• Launch campaign materials (digital and print).
• Execution of awareness campaigns during soft launch (Nov 2025) and full launch (June 2026).
• Market linkage and distribution strategies.
• Monthly progress reports and a final evaluation report.

5. Duration & Location
The assignment will run from November 2025 – November 2026. Expected to be continued depending
on availability of resources and satisfactory results of the selected organization
Campaigns will cover Karachi, Lahore, Islamabad, Quetta and Peshawar as identified.

6. Eligibility Criteria
• Legally registered entity in Pakistan (or with a branch office).
• Experience in social marketing/behaviour change campaigns.
• Knowledge of nutrition/food sector marketing.
• Proven expertise in digital and traditional media campaigns.
• Experience in market linkages and product launches.

Proposal Submission
Deadline: To be submitted by 20th October 2025
Method: Submit electronically to [[email protected]]