Primula

Strategy / Advertising ( TVC, Press, OOH, Social )

A household favourite around the world since 1924, Primula is a staple of the fridge and lunchbox for millions of people. Although inventing the category with the first ever spreadable cheese, the brand now finds itself in a competitive category, with big names and big ad spends.

The Kavli Group (who own Primula) give all profits to good causes so, it’s not just a great product, Primula is a brand with genuine purpose. The challenge was to balance social value with the quality of product and occasion use in a simple, mass broadcast ad campaign.

The result is a strategy that gives the brand acuity. A TV spot that shares Primula’s social enterprise and press, OOH and digital that promote the distinctive ‘original squeezy cheese’ in a lively, unexpected and artistic way

Brand positioning & proposition development Defined brand architecture Bold new art direction & copy style Retail support and brand planning TVC development & production

A distinctive product, making its own headlines

Primula’s not just for snacking, the preserve of sandwiches and dips, it can be ingredient and condiment, the heart of the meal or the hero on the side. By appearing to write our headlines in a perfect CGI recreation of Primula, you can quickly understand the portability and ease of use of the product, with a neat bit of culinary inspiration.

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Squeeze in more flavour

Primula are famous for smooth cheese that packs a flavoursome punch. We needed a strapline that would define their distinctive product, unique squeezy tube and be a call to action people would remember. Squeeze in more flavour ticks all the boxes.

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‘Halo impressed us with their strategic approach and deep insight in FMCG food and drink. Working in close collaboration with us to deliver a well-defined brand proposition that comes to life with energy and creativity.’

Lisa Thornton, Head of Marketing, Kavli

Of course, there’s a Christmas ad, afterall, tis’ the season for Primula

A strategy to win better

A brand with a genuine social purpose, a business invested in supporting people around the world to live better lives. A classic product with a legion of loyal customers. It’s a recipe for success. The trick is to build on the history, but keep evolving with the category.

Extensive market research, understanding both behaviour and category culture helped us to reshape and inform the Primula proposition, defining it’s value to it’s audience and product captainship. We could see growth in educating consumers in regard to occasion and use, moving the brand from snacking and celery dipping to include cooks ingredient and table condiment.

By re-framing the product for both loyal and light consumers we create a need state that improves volume and regularity of purchase. Think you know Primula? Think again.

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A story of social purpose

For the TVC we simply shared a true story. The real ‘why’ behind Primula. With moments that reflect the breadth of charitable donation and a truth well told, with a sensitive, yet lively, Northern soul, it’s a meaningful ad that only Primula could make.

Further reading

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