Primo

Cheese
Snacking

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.

Powering up consideration

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 protein
to keep them powering through the school day.

We took our learnings and optimised our social creative. Building on the success of the campaign, we incorporated a new After School snacking occasion and leveraged the in-store consumer promotion’.

During a challenging economic environment,
the campaign delivered strongly on the
media objectives of high reach and low CPM.

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