In 2020/21 we developed the retail and distribution strategy for Primula, moving into advertising and promotion, culminating in a successful TV and OOH campaign. In the first year of our relationship, we helped them move from four to two in the market, and give away an unprecedented £ 12 million in profits.
The brief for 2022 asked for a build. To retain the inherent character of the Primula creative, designed to help us explore more facets of the brand, and communicate in a way that allowed for more food cues, without distracting from a type led approach.
The resulting press and OOH campaign is still bright and bold, with all the Primula ‘small grin humour’ but with a little more depth. It’s also the first time we’ve integrated the direct food messaging with purpose led, charitable giving in the same campaign set.
We’re proud to continue to develop and drive this wonderful heritage brand. It’s an honour to partner with a business that has a genuine purpose to help shape the world for the better. Plus their squeezy cheese is the BEST!
