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Primo enjoys healthy sales of its mouth-watering bacon, but purchase frequency of the Cheese Snacking range was being eaten into by cost of living pressures. Parents needed a compelling reminder why they should pack them into their kids’ lunchboxes.
Our task was to create a campaign that would cut-through on social during the cluttered back-to-school period.
Our opportunity – to win the lunchbox back by winning over parents. The campaign idea of POWER UP WITH PROTEIN was executed through a three tiered content approach, comprising of Hero, Hub and Hygiene. This approach enabled us to test and learn which messages resonated with parents.We combined a simple yet engaging visual style with powerful messaging that brought to life the benefits of Primo’s Cheese Snacking range.
We motivated parents to power up their kids with extra proteinDuring a challenging economic environment,
the campaign delivered strongly on the
media objectives of high reach and low CPM.