Primula begins new Christmas campaign

Tuesday, 02 December 2008

Primula returns to TV in the run up to Christmas as part of a drive to entice consumers to try its famous squeezy cheese.

The latest campaign is aimed at attracting customers to the brand by demonstrating just how tasty and versatile Primula is and to underline its unique positioning as the ‘cheesiest cheese you can squeeze.'

Starting on December 1st and running for three weeks across satellite and freeview channels, the campaign is targeted at mums with younger children and will also be supported by online activity at loveprimula.co.uk.

Focused on the taste and versatility of Primula, the adverts will show how the cheese can be used in a range of situations from quick snacks in between meals, to the creation of an impressive array of party nibbles for social gatherings.

"Primula cheese has a strong heritage of taste and quality," said Craig Brooks, Marketing Director at Kavli, makers of Primula. "We want to introduce the brand to a new generation of mums who are constantly on the lookout for quick and easy snack ideas to turn everyday foods into something much more interesting."

Brooks continued: "This campaign will demonstrate, in an informal and fun way that Primula is the tastiest, most versatile cheese spread that has a higher cheese content than rival brands, making it the cheesiest too!"

The company hopes the TV campaign will connect with consumers and remind them that Primula is just as relevant and as good value for families today as it always has been.

Primula is bucking the current economic trend and has seen a rise in sales over the summer as consumers of all ages revert back to wholesome, good value, dependable brands.

Sales at Christmas usually double as consumers buy Primula to make tasty and decorative party snacks and this campaign is expected to drive the festive peak even higher.

Brooks added: "It's a great time to show the nation just why Primula squeezy cheese is such a well loved family favourite."

Source: Kavli