Makes it

We positioned Primula as a fridge staple, educating shoppers on what Primula stands for; a quick, easy way to inject cheesy flavour into their favourite meals – and inspired shoppers to start using Primula more often with simple serving suggestions.

The challenge

Primula was experiencing low brand consideration for two reasons: 

  1. Their unusual, yet convenient, tube format led to a misconception that the ingredients are processed.

  2.  They were only seen as a snack topping.

In order to drive both penetration and frequency of purchase, they needed to show shoppers that; 

  • Primula is full of real, tasty ingredients and 

  • can fulfill multiple usage occasions.

Creative and media strategy

Based on the strategic positioning of Primula as a cooking ingredient, we developed a concept to help consumers see the product from a fresh perspective.

As an ingredient, Primula became that one key ingredient that can transform an everyday kind of dish into something special, helping even occasional chefs ‘Make it’ a success.

Once the final concept was chosen by the client we created the artwork for different touchpoints – online and offline – across the path to purchase (six sheets, trolley posters, recipe barkers, magazine ads, mobile messaging, banners and radio ads) for retailers like Tesco, Asda, Morrisons, and Sainsbury’s.

The results


Total CPM


Added campaign value


Uplift on Asda FM

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