Squeezy cheese brand Primula is making a return to TV after a three-year absence, unveiling its ‘Squeeze’ campaign.
The TVC follows a recent brand refresh for Primula, executed in collaboration with marketing agencies Powerhouse, Alchemy Media and Prohibition PR.
The new campaign aims to illustrate the fun and practicality of Primula cheese through various relatable characters and scenarios. The new 30-second advert launched this week, coinciding with the arrival of the revamped Primula packaging in supermarkets.
Lisa Thornton, Head of Marketing at Primula, commented: “With the launch of our new packs across off trade, we needed a bold campaign to reintroduce Primula to the nation. This creative effort achieves that, showcasing what makes Primula such a fantastic product.”
The campaign is being supported with further marketing activity across print, digital media, POS, social media, and PR, all centred around the playful ‘squeeze’ concept and three new Primula characters that feature in the TVC.
After its initial summer launch, the Squeeze campaign is set to return to TV screens for Christmas 2024.
NAM Implications:
- Good to see Primula refreshed.
- For those with shorter memories:
- Primula Cheese Spread developed in 1924 by Norwegian Olav Kavli
- It was the world’s first spreadable cheese with a long shelf life, named after the Primula flower
- It was introduced into the United Kingdom in 1929
- One to watch…
